CB/GC 

CABIN 

BRANCH 


HF 6161 

f ADVERTISING 

Copy 2 

FOR 

COMMUNITY PROMOTION 


UNITED STATES 
DEPARTMENT 
OF COMMERCE 





1%-JUOZ.Z 




































% 


















DEPARTMENT OF COMMERCE 

BUREAU OF FOREIGN AND DOMESTIC COMMERCE 

I 

JULIUS KLEIN, Director 


DOMESTIC COMMERCE SERIES— No. 21 


ADVERTISING 

FOR 

COMMUNITY PROMOTION 


By 

WROE ALDERSON 

i» 

DOMESTIC COMMERCE DIVISION 




PRICE 10 CENTS 


Sold by the Superintendent of Documents, U. S. Government Printing Office 

Washington, D. C. 


UNITED STATES 

GOVERNMENT PRINTING OFFICE 
WASHINGTON 
1928 












LIBRARY Of- COnGRcoc 
RECEive.0 

JUN1 1928 

\ 

DOCUMENTS DIVISION 













CONTENTS 


a 


Page 

Foreword_ iv 

Definition and scope_ 1 

Community promotion programs__ 2 


Analysis of questionnaire returns___ 

Average expenditures_ 

Taxes_______ 

Objectives_______ 

Overhead___1_:___ 

Mediums_i___ 

Advertising agencies and fees- 

Nonadvertising cities- 

Railroads_ 

State and municipal agencies_ 

Returns from advertising agencies_ 

Results of community advertising- 

Enumeration of increases-- 

Difficulties of measurement_ 

Supplementary questionnaire- 

Measuring tourist business- 

Visitors to national parks- 

Trend of community growth- 

Influence of railroads- 

Minor movements--- 

Industrial movements-- 

Recent industrial shifts- 

Community advertising problems and methods- 

Prestige and good will----- 

Appeals to tourists- 

Attracting industrial plants—- 

Selected list of manufactures- 

Seeking conventions and obtaining publicity- 

Promoting agricultural development- 

Appendix: Indexes of community growth, 1920-1926. 


hi 


CJ^eo^oooo-i^wojwcouiKOMOoMOjaw^wwwiJooirfiM 





































FOREWORD 


The total advertising bill of the United States is estimated to be 
considerably in excess of $1,000,000,000 annually. The social and 
economic effects of this vast expenditure are difficult to trace. Stu¬ 
dents of advertising admit that a large amount of fundamental re¬ 
search is urgently needed in order to determine the kind and method 
of advertising best suited to particular purposes. It is also admitted 
that considerable money is wasted because the appeals do not reach 
the public group where they would be most effective. 

Advertising agencies and associations are conducting much re¬ 
search on these subjects, and the fact that they are appropriating 
large sums of money for the establishment of foundations to study 
the economics of advertising is evidence of the importance of the sub¬ 
ject. In connection with certain parts of this work, the Government 
may properly assist these investigations. The Bureau of Foreign 
and Domestic Commerce is much interested in the further extension 
of these studies and from time to time has made some contributions 
to various phases of the subject. 

About a year and a half ago the American Community Advertising 
Association asked the domestic commerce division of the bureau to 
assist it in making a survey of the work in community advertising. 
At that time a representative of the association was stationed in 
Washington and it was proposed that he prepare a questionnaire 
which the bureau would send out. The questionnaires were sent out 
and a fairly satisfactory return was secured, but before any analysis 
could be made the association’s representative was withdrawn from 
Washington and for some time no effort was made to analyze the 
replies. 

An examination of the schedules indicated that they contained a 
considerable amount of valuable material, and some correspondence 
revealed a rather wide interest in having it correlated and made 
available in published form. The replies to the questionnaires were 
somewhat deficient in regard to specific results obtained from com¬ 
munity advertising. Consequently, a supplementary questionnaire 
was sent to a selected list of cities, which resulted in further informa¬ 
tion on this particular point. 


IV 


FOREWORD 


V 


The manuscript of this bulletin was submitted to a number of men 
familiar with community advertising. Valuable criticisms and sug¬ 
gestions were obtained from Charles F. Hatfield, president, and Don 
E. Mowry, secretary, of the American Community Advertising Asso¬ 
ciation; F. Stuart Fitzpatrick, assistant manager of the organization 
service department, United States Chamber of Commerce; James 
O’Shaughnessy, secretary, American Association of Advertising 
Agencies; Marlin E. Pew, editor, Editor and Publisher; William A. 
Thompson, director, Bureau of Advertising; C. P. Wood, director of 
research, Lockwood, Greene & Co.; and E. DeWitt Hill, community 
advertising expert, H. K. McCann Co.; and these have been incorpo¬ 
rated in this report. 

Julius Klein, Director , 
Bureau of Foreign and Domestic Commerce. 


October, 1927. 



ADVERTISING FOR COMMUNITY PROMOTION 


DEFINITION AND SCOPE 


Some confusion arises in the use of the term “community adver¬ 
tising,” since it is closely related to cooperative advertising on the 
one hand and to general community promotion on the other. “ Co¬ 
operative advertising” is meant to characterize all cases in which 
individuals or organizations who are competitors in their ordinary 
business relations contribute to a joint advertising fund to promote 
mutual interests. The principal types of organizations doing adver¬ 
tising in this way are: Cooperative marketing organizations, trade 
associations, and local groups of retailers. 

The advertising carried on by trade associations usually is for the 
purpose of promoting the general sales of a commodity or com¬ 
modity line, each firm in the association relying on the general 
increase in demand for the commodity to increase the sales of its 
own brand or output. 1 Advertising by cooperative marketing asso¬ 
ciations is related to cooperative advertising only because it is a 
means of selling commodities produced by competitors. These com¬ 
petitors, however, do not commonly maintain competitive brands and 
sales organizations, so that the advertising problems handled by 
cooperative marketing associations differ in most respects from those 
of the trade associations. 

In a great many towns local groups of retailers are doing an in¬ 
creasing proportion of their advertising in a cooperative way. Such 
arrangements may include all the retailers in the community, or 
may be restricted to the members of a single trade, or to the mer¬ 
chants in a particular section of a large city. Such programs often 
make use of special sales days, or what is known as the “ Neosho 
plan.” 2 

Only such advertising as aims directly to promote the develop¬ 
ment of a community, State, or region falls within the scope of the 
present study. In such programs money raised through taxation or 
local solicitation is expended by a publicity bureau, chamber of 
commerce, or a central committee representing a group of civic 
organizations. In the same category must be included the work of 
railroad companies for the development of the territory traversed 
by their lines. In the following pages the principal emphasis is 


1 This new trade practice has been described by Hush E. Agnew, now professor of 
advertising at New York University, in studies for the Periodical Publishing Association ; 
and also in his volume published in 1926, entitled “ Cooperative Advertising Among 
Competitors,” with the subtitle, “ Promoting a whole industry by combined effort in 
advertising.” 

2 See Retail Store Problems, Domestic Commerce Series No. 9, Bureau of Foreign and 
Domestic Commerce, p. 60. 




2 


ADVERTISING EOR COMMUNITY PROMOTION 


given to advertising campaigns conducted by cities, with a briefer 
treatment of State publicity bureaus and the development work 
carried on by certain railroad systems. 

Having identified community advertising as a type of cooperative 
advertising, it is still more difficult to show a clear distinction be¬ 
tween community advertising and community promotion. Practi¬ 
cally all communities of more than 5,000 inhabitants, and many 
smaller ones, are making some provision for community promotion 
every year. Such work is commonly in the hands of the secretary of 
the chamber of commerce and includes a wide range of activities and 
projects of importance to the community as a whole. Civic improve¬ 
ments, such as the erection of libraries, public markets, rest rooms, 
etc., are often carried out in this spirit of community enterprise. 
Fairs, exhibits, and other special features are undertaken, as well as 
the entertainment of convention and casual visitors and the dissemi¬ 
nation of tourist information. Representing the community before 
conventions, legislatures, and public commissions, and the securing 
of rate adjustments and similar services require the attention of some 
regularly constituted agency. 

Community promotion in the strictest sense, however, refers solely 
to efforts to increase the economic welfare and prosperity of a com¬ 
munity. It is the consciously directed competition of a city w T ith 
rival cities. The two basic aims of such programs are to increase 
the resident and transient population dwelling in the city and its 
trading area, and to increase its wealth-producing activities. The 
actual work of community promotion consists in interesting persons 
from the outside in its economic or recreational advantages. Pro¬ 
motion methods include negotiations with manufacturers or associa¬ 
tions wishing to locate industrial plants or conventions, answering 
the inquiries of tourists and prospective settlers, working for im¬ 
provements in the agriculture and other wealth-producing activities 
of the city and surrounding country, and building up the prestige of 
the city so as to extend its trading radius. In every one of these 
endeavors advertising and publicity may be used and commonly do 
play a leading part. 

COMMUNITY PROMOTION PROGRAMS 

The difficulty of defining the place of advertising in the general 
program of community promotion arises partly from the fact that 
there are three distinct types of community promotion programs, 
with advertising serving a different purpose in each case. These 
types are influenced by the size of the city and the length of its expe¬ 
rience in community promotion through advertising. For the greater 
number of the small cities and towns the only advertising expendi¬ 
ture is for descriptive booklets, road signs, and very infrequent 
notices in newspapers and magazines. 

In the largest cities and those which have been longest engaged in 
active community promotion, the entire endeavor is definitely depart¬ 
mentalized, with a tourist bureau, convention bureau, industrial 
bureau, and other divisions according to the special situation of the. 
particular city. In such organizations advertising proper plays an 


ADVERTISING FOR COMMUNITY PROMOTION 


3 


important part but is subordinated to other phases of the general 
program of promotion. A number of cities in this class state that 
they do no direct advertising but make every effort to secure pub¬ 
licity in the newspapers and magazines. All expenses incurred, how¬ 
ever, in carrying out a program of publicity, should be considered 
as an advertising expenditure in trying to calculate the total cost of 
advertising the city. 

The largest direct expenditure for advertising comes in the middle 
group of cities, those with populations of from 50,000 to 300,000. It 
is in this group of cities that the phenomenon known as the com¬ 
munity advertising campaign peculiarly belongs, in which a good 
many thousand dollars are raised by an intensive canvass and bud¬ 
geted to a variety of mediums for advertising over a period of two 
to five years. 

The present study is confined as closely as possible to community 
advertising, and some care has been taken to define it with regard 
to related subjects. This is rendered difficult by the varying func- 
tion of advertising in the promotional programs of different types 
of cities and by the degree of interchangeability between the terms 
“ community advertising ” and “ community promotion.” The 
broader viewpoint may occasionally need to be resorted to, as in the 
section dealing with measurement of the results of advertising. 3 

ANALYSIS OF QUESTIONNAIRE RETURNS 

The first step in this investigation was to circularize leading com¬ 
munities and especially those known to be carrying on or considering 
an extensive advertising campaign. The following questionnaire 
was sent out in the fall of 1925 and early in 1926 to cities, State 
publicity bureaus, and to railroads doing development work. The 
figures submitted in most cases included the budget for 1926. Four 
thousand questionnaires were distributed to cities and towns, of which 
412, or 10 per cent, were returned. Of those returned 31, or 7^2 per 
cent, were from communities doing no advertising; and a further 20 
were so incomplete as to be unusable. Of the remaining 361 question¬ 
naires, upon which the conclusions of this study are based, 322 were 
from cities, 4 from State bureaus, and 35 from railroads. 

Questionnaire on Community Advertising 

1. Give amount spent for community advertising, average, past five years, 

$ - 

2. State portion obtained from municipality, State, or other governmental 

sources, average, $_ 

3. What were the objectives? For example: 

Prestige and good will- Conventions and publicity_ 

Tourist business- Residents and settlers_ 

Business promotion_ Agricultural development_ 

Check the one or ones for which advertising was used, giving about the 
ratio for each. If three objectives, about one-third each, if a fact. 

4. What proportion of the average annual expenditure went for so-called 

“ overhead,” secretary, clerical help in office, etc. State this in dollars, 
$- 


3 A book entitled “Community Advertising.” by Don E 1 ., Mowry, secretary of the Ameri¬ 
can Community Advertising Association, published in 1924, contains a detailed discussion 
of general community promotion. 

97099°—28-2 













4 


ADVERTISING FOR COMMUNITY PROMOTION 


5. What amounts were spent in advertising, on an annual basis, in the follow¬ 


ing mediums: 

Newspapers_$_ Radio_$. 

Magazines, na- Technical journals_$. 

tional_$_ Farm journals_$. 

Screen_$_ Exhibits and exposi- 

Outdoors_$_ tions_$. 

Specialties_$_ Booklets, etc__— $. 


6. Was an advertising agency employed to execute the work: __— 

7. If not, what organization was responsible for the campaign? _ 

8. What portion of the average amount spent annually was given to the 

advertising agency for its work? (Fee) $- 

9. What accomplishments can you record for the outlay made on the above 

live-year advertising program? (Use back of sheet in answering.) 

10. If you are a railroad, utility, bank, insurance company, newspaper, state 
in your own way what you have done in a direct advertising way to 
promote the community or communities you serve, and the results you 
believe you have obtained thereby. (Use back of sheet for answer.) 

This return is from: (Sign)_ 

Official position____ 

City and State_:— 

The returns constituted practically a complete survey of the field 
within the scope of the questions asked. There are 3,000 towns in 
the United States which have a local civic promotion organization 
and are hence to be considered as having some interest in community 
promotion. A considerable proportion of the towns under 10,000, 
however, do not have a full-time paid secretary, and hence are not 
making any special expenditure for community promotion. The 
number of towns of over 10,000 was estimated by the Census Bureau 
to be 847 in 1925. The 400 cities answering the questionnaire are 
largely in this class. Every effort was made to cover the cities which 
were actually conducting campaigns entailing unusual expenditures, 
and it is believed that nearly all the important campaigns were in¬ 
cluded. Special care was taken to detect any bias in the returns that 
might arise from a varying degree of interest in the subject from one 
region to another, and the material was found to be representative 
from this point of view. 

AVERAGE EXPENDITURE 

The question concerning average expenditures was designed to 
exclude the more general type of expenditures for community promo¬ 
tion, such as salaries of chamber of commerce secretaries. Clerk hire 
and other incidental expenses come within the meaning of the ques¬ 
tion only when necessitated by a special advertising campaign. A 
direct answer in actual figures was received in the great majority of 
cases. There were a few instances where the respondent changed the 
phrase past five years to past two years or past three years, indicating 
a recent introduction of community advertising in those instances. 
The sum of all yearly expenditures reported by the 380 cities answer¬ 
ing was over $4,592,001. The average yearly expenditure, then, for 
the group of cities reporting is about $11,000. This average is 
brought up considerably by a number of very large funds. In fact, 
only 77 cities out of the group exceed $10,000 in their annual budget 
for advertising, although 25 ran from $50,000 to $1,000,000. A more 
representative figure would perhaps be the dividing line between the 
upper half and the lower half of the group of cities, as judged by the 


















ADVERTISING FOR COMMUNITY PROMOTION 


5 


amount of the annual advertising budget. This median figure is in 
the neighborhood of $3,000. But cities spending the latter amount 
would not shed much light on the manner in which money in the 
Nation as a whole is spent for community advertising, since half of 
all the money spent by the group represented was comprised by the 
budgets of the 25 leading advertising cities. 

In discussing the total expenditure of money for community adver¬ 
tising, then, the most significant examples would be those cities which 
spend in the neighborhood of $100,000 annually. Typical cities with 
departmentalized organizations for handling community promotion 
report advertising expenditures of $10,000 to $20,000 a year. The 
small towns, relying on posters and booklets, rarely spend more than 
$1,000 a year and more commonly $200 or $300. 

With this total of slightly over $4,500,000 actually reported, it is 
likely that the national bill for community advertising totaled nearly 
$6,000,000. Crain’s Market Data Book, 1926, publishes an estimate 
of $1,300,000,000 as the expenditure for all forms of advertising in 
1925, and other authorities concur with this figure. The present esti¬ 
mate of $6,000,000 for community advertising would account for 
about one-half of 1 per cent of the advertising expenditure for all 
purposes during the year. 

TAXES 

Seventy-two cites stated that all or part of their advertising funds 
are derived from taxation. Twenty-one specify city taxes, five 
county taxes, and three county and city taxes. Thirty-six do not 
report as to type of taxes drawn upon, but the presumption is that 
most of these cities derived their funds from municipal taxes, since 
they lie in States where this is the only method reported. Three 
State bureaus report the use of State taxes. 

Eight Florida cities report funds derived from taxes, four of 
which obtain their entire budget in this way. After Florida, the 
highest ranking States, by number of cities reporting advertising 
funds derived from taxation, are California and Colorado with 6 
each, Virginia with 5, and Georgia with 4; incidentally, 1 city in 
each of these States derives its entire advertising funds through tax¬ 
ation. Other cities with funds obtained in part from taxation are 
4 in Wisconsin, 3 each in Alabama, Michigan, and South Dakota. 
One or two each is reported from the following States: Maine, New 
Hampshire, New York, New Jersey, Maryland, West Virginia, North 
Carolina, South Carolina, Illinois, Missouri, Minnesota, North 
Dakota, Montana, Nebraska, Texas, Arizona, Utah, Nevada, and 
Oregon. 

Legal limitations on use of money raised through taxation for 
advertising are apparently very few. In only one instance was it 
stated that such a use was contrary to the laws of the State. Mem¬ 
phis reports that the city charter prohibits such action. Petersburg, 
Va., uses money raised by taxation for publicity, but this fund must 
be spent for personal solicitation and none for printed matter. A 
campaign is being carried on in Massachusetts to secure legislation 
which would allow advertising expenditures to be made from both 
State and municipal taxes. 


6 


ADVERTISING FOR COMMUNITY PROMOTION 


OBJECTIVES 

In the subsequent treatment of individual campaigns they will be 
classified according to objectives reported. At the present time it 
is pertinent to indicate the relative importance of the various objec¬ 
tives, as shown by the checks given on questionnaire returns. Giving 
equal weight to every instance in which an objective is checked, a 
percentage basis is provided for evaluating the comparative impor¬ 
tance of objectives. The rank of the objectives printed on the ques¬ 
tionnaire was found to be as follows: Tourist business, 22 per cent; 
business promotion, 21 per cent; prestige and good will, IT per cent; 
conventions and publicity, 14 per cent; agricultural development, 13 
per cent; residence and settlers, 11 per cent. Eight respondents 
added industrial promotion, which was intended to be included under 
business promotions, while mining and fishing development and the 
promotion of attendance at a local college were also mentioned as 
objectives. 

Tourist business .—Tourist business and business promotion are 
clearly outstanding among the objectives sought. On questionnaires 
checking more than one objective, these two occur together more fre¬ 
quently than any other pair. Aside from this relation to each other, 
each of these two objectives stands at the head of a group of three 
which appear on close inspection to be logically related. Thus 
“tourist business” is most frequently accompanied by “conventions 
and publicity ” and “ residents and settlers ” as objectives checked. 
These three objectives have a very important character in common; 
they all represent the effort to increase the transient or permanent 
population of a community and to get more people to come to the 
city either on a visit or to remain. 

Business 'promotion .—On the other hand, “ business promotion ” 
displays a similar relationship to “ agricultural development ” and 
to “ prestige and good will.” Each member of this group is endeav¬ 
oring to intensify the wealth-producing activities of the city and its 
territory. The truth of this statement is more evident when it is 
realized that all respondents giving a definite interpretation to 
“ prestige and good will ” considered it as being the effort to extend 
the trading radius of the city or to cultivate more intensively its 
existing trade area. This objective, then, becomes one of the ways 
of increasing the retail and wholesale trade of the city, which are 
among its wealth-producing activities. 

Checking objectives .—One method of checking the nature of the 
objectives sought in various parts of the country is by following 
out the territory occupied chiefly by one or the other of these two 
groups. This has been done in the accompanying map. The States 
in black are those in which the motive of attracting permanent or 
transient population predominates. All these States are aggressively 
seeking the tourist trade. In addition, Florida and the States of the 
Southwest want permanent settlers. The black areas, however, do 
not account for a number of cities whose principal interest is in 
securing conventions. Many such are to be found in the thickly 
populated industrial States north of the Ohio, from St. Louis to 
Boston. 


N.DAK. 


ADVERTISING FOR COMMUNITY PROMOTION 


7 



Fig. 1.—General character of advertising objectives 



















































































































































































8 


ADVERTISING FOR COMMUNITY PROMOTION 


The States that appear unshaded on the map have registered most 
interest in wealth-producing activities. The shaded States report an 
equal interest in the two phases of promotional work. This rough 
division into two classes, however, is very arbitrary, and a more 
fundamental handling of the distribution of objectives will appear 
in a later section. This distribution can best be adjudged in direct 
relation to the actual patterns in which groups of objectives appear. 

The questionnaires were grouped according to the number and 
character of the objectives checked. With 6 objectives to check there 
would have been 64 possible combinations, but in the actual distri¬ 
bution 11 of these combinations accounted for well over one-third of 
the cases. On the basis of pure chance, each combination would have 
occurred four or five times. 

Twenty-two checked all the objectives, which is five times as much 
as the chance frequency. The tending toward checking all the 
objectives is therefor a clear one. Next in importance is the combina¬ 
tion of tourist business, business promotion, and conventions and 
publicity, with a frequency of 15 and tourist business alone with a 
frequency of 14. Three combinations appeared 11 times, one of them 
being prestige and good will with business promotion, the second add¬ 
ing tourist business and conventions, and the third including agricul¬ 
tural development in addition to these four. 

Geographical distribution .—There are some interesting features 
concerning the geographical distribution of the various combinations 
of objectives. For instance, those checking all the objectives are 
located almost entirely west of the Mississippi River. There are 
small groups in the Southeast, however, which checked all the objec¬ 
tives listed. Two of these are in Georgia, one in Florida, and one in 
Alabama. The question that arises, in view of this distribution, is 
whether the western community advertisers merely have a less con¬ 
servative spirit than those of the East or whether, since their com¬ 
munities are younger, they really offer a wider range of opportunity. 

Most of those checking only one objective are located in the north¬ 
eastern part of the country. A localization of community adver¬ 
tising for tourist trade only is especially marked and is found princi¬ 
pally in the extreme northern row of border States, from Wisconsin 
to Maine. Those advertising for conventions only are near the center 
of the belt of dense population, stretching from Missouri to Massa¬ 
chusetts. Those advertising for prestige only are concentrated in 
the central Middle West. Towns advertising for business promotion 
and for industries, which were intended to be covered by a single ques¬ 
tion, are all but one east of the Mississippi but extend farther south 
than those already listed, 2 occurring in Alabama, 2 in South Caro¬ 
lina, and 1 in West Virginia. Advertising for settlers alone is 
reported for only one town each in North Carolina, Texas, and Cali¬ 
fornia. Isolated points advertising for tourists only are Biloxi, 
Miss.; Seattle, Wash.; and Cordova, Alaska. 

With those checking two objectives the distribution is more general. 
Three of the four leading combinations already listed, however, were 
confined almost entirely to the northeastern section. These three 
were: (1) Prestige and business promotion, (2) tourists and conven¬ 
tions, and (3) tourists and business promotion. The combination of 
tourists and settlers was found in Florida and the Western States. 


ADVERTISING FOR COMMUNITY PROMOTION 9 

Combinations other than the four leading ones were pretty generally 
distributed, with a special concentration in California. 

Those checking three objectives were again still more widely dis¬ 
tributed, but with a degree of concentration toward the eastern half 
of the country. One, two, or three objectives are the typical numbers 
east of the Mississippi and especially north of the Ohio. 

Four and five objectives, on the other hand, show almost as wide 
a distribution as those checking all objectives, but the concentration 
is again decidedly heavier in the western part of the country. 

Objectives and taxation .—A striking relation is apparent between 
the number of objectives checked and the percentage of the group 
receiving funds from taxation. With those checking three objec¬ 
tives or less, only 20.9 per cent received funds from taxation. With 
those checking four or more objectives, 32.7 per cent received funds 
from taxation. In each group checking four or more objectives 
this percentage is higher than in the lower groups. 

An inference follows from the close correlation between multi¬ 
plicity of objectives and raising publicity funds through taxation. 
As many objectives as possible must be listed when seeking to draw 
community support for publicity funds. If the only objective given 
for advertising is to attract tourists, for example, it is not so likely 
that any part of the advertising funds will be drawn from taxation, 
since many persons in the community will disclaim any interest in 
attracting the tourist trade and believe that the cost should be borne 
by those who would profit by tourist travel in their community. 

The desirability of this tendency toward the larger number of ob¬ 
jectives appears to be a matter which warrants serious attention. 
The greater the number of objectives professed the greater will be 
the difficulty of making any concrete showing of results. Where 
such results can not be shown it is doubtful whether the contributors 
of the community could be persuaded to support a continuation of a 
general advertising program. In this way there is a possibility that 
community boosters may defeat their own ends by making their 
appeal too general. It might, perhaps, be better to limit the program 
to one or two definite objectives and try to win general support for 
those objectives in the very beginning. 

The following summary presents the results of the questionnaires 
grouped on the basis of objectives sought. Both nature and number 
of objectives enter into this classification, the main division used 
being by number, with all the actual combinations listed in each 
series appearing in order of their importance, judged by number of 
replies. 


Summary of Questionnaire Returns, by Nature of Objectives 


10 


ADVERTISING FOR COMMUNITY PROMOTION 


a 

•3 


S ii Isslgg 


g^© 

«o3 

.2 .a 
M OT 
© «q - 

§als 

.2.2-£.3 

O'' w — 


; 

o 5,3 ^ 

» '2§°s 

§. S'isJ 

© -33.9 O 

ftO»® M g 

f^o-g §a 
© o 0,2 o 

£ w»£o 


^‘io - S *33 o 
“St^.sS 

T3 bO bD-q P 

1=1 c 2 a 2 a 
« S q « g*© 

vT c/T c/T w* 

oo £ oj£ 

AiJ ^ 

oO go go 
C O P* o cx O 
,0,0 g,o £.q 

•s ^ ~ ^ 

W W o CO o CO 
E s-4 fl C d *-< 
0 0^0^0 
o< Q* ^ O* o* 
ce ce-S cs-^ cs 
aaaj o« o ci 

ill 

O O o © O © 

'zzm'zm'z 


TO TO TO 

ip 

o 2 -o 

zp 

X3 oT3 

a a a 
*-C 53 

s‘Se‘ 

&»! 
2 3 §, 
02,2 5° 


Ss2 P 
§§§ 

£-2.2 

£00 

X o o 

WPhPQ 


TO TO TO • TO 
fc- . 1* TO (_, 

o-s 0.2 o 
0-2 oX3 o 
'0£ 'O'^J'O 

fl gSoS 
0^000 

’S'S'2 S"2 
§ ” ©-a § 

^ ^ „ C3 * 

CO 2 ^2 C3 w 
0)0 0 ^ <jj 
£<£2 s2 0 . 
&|§ 8 & 
&I-°S5 

§§!§§ 

iisii 

o o a o a> o 

S3 233Q 

o o P o o 
o 00 o o 
pq«^pq« 


to © 

. O 5P 

to o 2 

p-o a 

"3 3--i 

© op 
bo. 3 
5 a* 3 

a © „ 

*. •. CO 
CO CO Jr* 

♦, -4^> O 

S © Q, 

l?l 

iss 

p .0 

§S2 a 
M © 

2«2“ 

© a © 

O P O'. 
O ® © e 

«£w 


£3 


8 S§’® 8 4 

a a 2 9* a £ 


a> <d 

3 » 


ll’S 

2 o 03 

°-o 
2 § | 
.a 

CO CCJ 

&II 

8.C s 
a> « S 

a © 0 


io- 
,s w & 


... I 

000 Q< 

H3.SI 

000 .® 
MfQPQ £ 


£64 

§■§.■§ 
'S'S-S 

«og 
’0-0 T3 

2 o a 

03 <33 ca 

^2 CO* CO* 
® ® © 
2 aa 
o 2 2 
o a a 

O TO TO 

. Es 

TO TO © ® 

I !SS 

P, O <D 
TO 

© 
fc 


a 8 
2 .9 


X TO 

5 a 


©00 

^HPQ 


H Ui r -1 *0 

sA'§ a 

. ,Q co <£> 

Z a be 


fas 

Pn* - . 


p-i a 


CO ' <M (N 


CO • iH <N<N 


eo. <N co co th in -a<eo<N 


-a S 

© s 

S ce 


NhhhiOhm (N --pio' TlT TjT of CO 


^ Y «- 
a&^s 


^2? I^Sg^SJS^ 3S SSS S 8 Si 


dpn^o 
R ^ - © o 


CO . CO . . . 


<M Tt< . rH rH <N Tj< CO . r-l <N <M HlQr 


:o 


! a 

I! 

|o 

„ 8 X3 


T3 

fl 

cS 

J_5 OT 

s| 


T3 H • 


tg^ cgi> x?l2: .-o a • o 
® , R © © 9 -.2 2© S’g 

n O_e3 s! r/ r - co o o “ 


J3 

rX O TO 


• TJ fl — 

.2 g © S 

q S3J- © 

Sll| 


-o.s .2 
c «5 

03^t=3i 

OO g 

to -q <2 

s il« 

‘ 8 - c 

o cr: c5 

fl5S 


§.2 a 
M a® 

2^ 

TO ^ © 

2^5 

c5 A fl 
c_ A 


§ls 

, 9.2'§ 


•2x) 

wr ^ 

o 00 

o^:a 


§ 

S & 8 

© ©a 




.§lg 

•al^'glfe jca„ 

•2.... t> P. ©. 

*^Ocacao®©c®g 


-c a 
a o 

©CO 

c-a 
s: c 
•SPa 

© I 8 


-2 a 


to *2 


S3 © t) 


TO a q 
ce © 

O O 


a °.® 

rl ». ri 

g^'3 


-<ti 00 10 10 CO H 00 00 CO Tf CCJCOO 


CO O CO co <N to 


£> 

o 


O TO 

&g 


.2 > 
co c 


£©; 


5 

2S 

a .2 ; a 
to M -q to "a 
tg 8 gg a 2 

‘S .a > to 5 

D TO fl 3 ^ 

0 3 0 UO^'S 


3 ^ 

> a 2 

- o® bi | § 
,0 © TO ©rQ^ 
-q T3 T3 T3 T3 -rt 

q a a a a q 

q © © © © a3 

$>S2 2 2 i2 © 

W to TO TO TO sc 


TO TO 

S a 
.2.0 

a "q s 33 '•« 
© © S3 a 
> > a .© © 

§ o s jag 
03 8 
a'd’Oflt 

a © 2 © 2 


SAS 


o +* 

2 8.. 

23 o 

a 3 © 

to a 

to ©a 

© boas 

gs 8 


•_2 a to 

a -q a 
© a ® 

> .©X3 
9 H-’to 


T3T3 ^ 

a a a 
© © o 


li 


= 2 
« a 


Ho 

al| 

II & 

■R -O 


co'XJ 
"o *w 

fl CD 


toto'S 

to to a 


to a 
© § 
.a > 

©29 


8 $3 83 
a a 2 a to 

II SI’S 13 S 3 

-o ”2^3 ©25-° 3^ 5 

/^•'•■•'•rfl ~****| », „ 

f5OQ)!D(D^0OQ) , 'r*WM 

w .bX) by .bo bps .W).bc.bf o tc to 

llililfflil! 

b&H 


3 

.to a 


o © 3 

|^3 
a ^.2 

2 a 3 © 9 
-§823-2 . 

3 "^ ®~3 sT 2 
oi .2 13 -SP.© .SP 3 

5g|!&!l 

a 


8 © 

<D kO 


fl ^ 2 

o i- O 


a I to . „ 

o «£as o 

t* %<Z 



































































































ADVERTISING FOR COMMUNITY PROMOTION 


11 


The accompanying map divides the United States into districts 
according to some of the leading characteristics of community adver¬ 
tising. Some of the distinguishing features which are especially 
striking in one area or another appear on the map. The compilation 
of statistics on communities given in the appendix is subdivided 
regionally according to the divisions shown here. 

OVERHEAD 

Nothing of special moment developed from the question on over¬ 
head expense. The term was so variously interpreted by individuals 
replying that no final figure can be given as to the total overhead. 

Overhead assumes real importance in the city which conducts cam¬ 
paigns costing thousands of dollars. Here the possible neglect of 
important items of expense must be closely checked. Major items, 
in addition to amounts paid to publishers, printers, and agencies, 
which are considered as direct advertising cost, are: Cost of raising 
funds, special cost of administering funds in handling advertising, 
and cost of preliminary research. 

Summarizing the portion of the questionnaires dealing with a cur¬ 
rent campaign of major importance and hence with the group of 25 
cities where overhead counts most, the following figures were ob¬ 
tained: Total cost of advertising in this group, $1,757,000; percent¬ 
age of overhead in total cost, 12 per cent; and the percentage of over¬ 
head reported by individual cities, from nothing to 95 per cent, 
although over one-half of them lie within two or three points of the 
average. This average percentage must be taken with reserve, how¬ 
ever, because of the variation in method of computing overhead 
already mentioned. It must also be remembered that a high per¬ 
centage of overhead is capable of a favorable interpretation, since 
it is frequently pointed out that low overhead may mean a failure 
to follow up inquiries carefully enough after advertising funds have 
been expended in securing them. Only a part of the returns gave a 
figure which was clearly an estimate of additional costs occasioned 
by advertising but not included in direct expenditure for adver¬ 
tising itself. 

The confusion in the answers, however, can not be blamed to the 
secretaries replying. The difficulty is essentially due to the difference 
in the type of advertising plan followed. As advertising bears a 
different place in the promotional work of the small-town chamber, 
the campaigning chamber, and the departmentalized chamber, so 
overhead would have a different meaning in each case. 

The term “ overhead” has no special significance, unless there are 
actually expenses occasioned by the work of advertising which would 
not be included under the direct cost of advertising. Neither would 
it be applicable to the town where the only expenditure is for road 
signs, booklets, and occasional newspaper notices, and the extra work 
is handled by the secretary and his regular clerical force. 

In the departmentalized chamber of commerce, where advertising is 
subordinated to community promotion in general, overhead must be 
figured for each department and will naturally have a somewhat 
different significance for each one. 

97099°—28-3 





12 


ADVERTISING FOR COMMUNITY PROMOTION 




Z?bz^ 
cC h* “J 9 
,uJ0 2h^ 

K2 £ 

<-\ 





Fig. 2.— Some features of community advertising by regions 




















ADVERTISING FOR COMMUNITY PROMOTION 


13 


MEDIUMS 

The summary of the question dealing with mediums used shows 
that community advertising does not differ strikingly here from gen¬ 
eral advertising. The leading means of advertising are newspapers, 
magazines, outdoor, and booklets. Booklets have a somewhat higher 
rating than usual, because of the great number of small towns that 
practically confine themselves to their use. 

Specialties, screen, and radio are seldom in evidence as direct 
advertising calling for expenditure of money. It is probable, how¬ 
ever, that much valuable publicity is obtained by a radio broadcasting 
station in a city and by the showing of travelogues featuring the 
scenic beauties of a region. Exhibits and expositions are mentioned 
by a number of cities, both those handled by the community and by 
outside affairs at which the community makes exhibits. 

ADVERTISING AGENCIES AND FEES 

Questions 6, 7, 8 can be answered together, since a clear connection 
exists between them, and a decided answer was given to each. It 
may be stated categorically, on the basis of returns, that advertising 
agencies are nearly always employed by cities spending $10,000 or 
more per year. 

The fee collected is paid to the agency by the publishers of the 
magazines, newspapers, and other mediums in which the advertise¬ 
ments are placed and is nearly always 15 per cent. Where booklets 
or direct mail campaigns are the means used, the fee is paid to the 
agent by the advertising community and is usually 15 per cent. 
Where an agency is not employed the chamber of commerce, in prac¬ 
tically every instance, is responsible for the campaign. 

NONADVERTISING CITIES 

A number of replies were received from cities that are carrying on 
no advertising activity. The reasons for not advertising are also 
indicated. Only two of these state explicitly that they have carried 
on community advertising and have abandoned it on account of the 
waste entailed and the unsatisfactory results achieved. In general, 
it seems that cities which are not advertising are about to begin to do 
so or are, at least, favorable to community advertising. 


14 


ADVERTISING FOR COMMUNITY PROMOTION 


Reports of Nonadverttsing Cities 


State 


City 


Statement of advertising status 


Alabama_ 

Connecticut 

Georgia_ 

Illinois_ 

Indiana. 


Louisiana.... 

Maryland.. 

Massachusetts_ 

Michigan_ 

North Dakota_ 

New Jersey_ 

New York_ 


Ohio 


Pennsylvania. 

Tennessee_ 

Virginia_ 

Missouri_ 

Vermont_ 

Washington... 

West Virginia 


Dothan... 

Bristol_ 

Manchester_ 

Dahlonega_ 

Monmouth_ 

Waukegan_ 

Terre Haute__ 

Elkhart. 

Lafayette... 

Frederick_ 

Lowell_ 

Quincy__ 

Grand Rapids_ 

Grand Forks_ 

Camden... 

Binghamton_ 

Oneida_ 

Borough of Queens_ 

Sandusky__ 

Tiffin_ 

Westerville__ 

Harrisburg_ 

Scranton... 

Memphis.... 

Nashville_ 

Roanoke_ 

Jefferson City_ 

Springfield.__ 

Walla Walla.. 

Wheeling..... 


No budget; now contemplating one. 

No budget; publishes magazine. 

No budget. 

No budget; now planning one. 

No budget; advertising financed by merchants. 

No advertising at any time. 

No advertising, except pamphlets; now planning joint cam¬ 
paign. 

No campaign; $250 spent for road signs. 

No need; magazine and newspaper articles. 

Campaign now being attempted. 

No considerable amount; booklets and signs. 

No advertising data. 

Little activity, except conventions; some work carried on 
through Michigan Tourist Association. 

Little spent; much done through magazines, newspapers, 
conventions, and auto tours. 

None at present; now being considered. 

No past activity; campaign now on foot; publishes bulletin. 
No activity. 

No activity, except monthly booklet. 

No activity, except pamphlets. 

No activity, except occasional booklets. 

No activity; now being considered. 

No activity. 

Young in field; just starting activity. 

No budget; considerable volume of correspondence. 

$100,000 campaign 10 years ago; no advertising recently. 

No activity except occasional pages in magazines. 

None at present; proposed program. 

No activity. 

No activity during past five years; $18,000 per year spent in 
past. 

No activity, except pamphlet. 


RAILROADS 

The development work carried on by railroads, though distinct 
from community advertising in the strictest sense, may by no means 
be neglected in presenting the full picture of advertising as used in 
community promotion. Peculiarly effective methods of procedure 
must have been discovered by these organizations to make them con¬ 
tinue their work of territorial promotion, since it may be assumed 
that it would be dropped unless it could be shown to yield concrete 
benefits. Some of the most important work being done to-day in the 
way of bringing in settlers is probably that which is being conducted 
by the railroads. It may be that any smaller section of the country 
than that which a railroad represents can hardly have a large enough 
variety and sweep of opportunity to interest prospective settlers. 
Also, there is probably a presumption that a railroad is the most 
interested in the success of a settler. The railroad can not profit 
by the settler until he begins to send out his shipments of produce. 
The prospective settler, on the other hand, has sometimes found to 
his loss that some of the so-called development plans under other 
auspices weie leally land-selling schemes. An increase in price asked 
foi land is bound to come as the reaction to the soundest community 
advertising, whereas the railroad offers guidance to lands over a wide 
enough area to minimize this difficulty. 

The methods pursued by railroad-development departments are on 
the whole, considerably in advance of those of the average community 



























































ADVERTISING FOR COMMUNITY PROMOTION 


15 


advertising group. Space carried in magazines and newspapers tell¬ 
ing of the advantages of the section advertised are based upon an 
experimental program and are supported by regular agencies for 
giving the settler direction and advice in locating. Special trains 
carrying exhibits, agricultural agents, and experimental farms are 
part of the usual equipment of railroad-development departments. 

Much advertising space is bought by the railroads in furthering 
the development of the tourist business. Sometimes this work adver¬ 
tises a whole region, as in the work of the Chicago, Burlington & 
Quincy Railroad Co., which gives publicity to the scenic charms 
of the great Northwest. In other cases, specific resort cities are the 
beneficiaries of the advertising paid for the railroads upon which 
they are located. 

The industrial opportunities existing along its lines are the occa¬ 
sion of a special phase of the endeavors of the average railroad. An 
industrial directory of the plants now served is one of the services 
maintained on several systems. An example of industrial promotion 
by railroads is the work done by the Central of Georgia to bring 
about developments of ceramic plants in its territory. Studies of 
the clay deposits there have been conducted by employees of the 
railroad, in cooperation with the division of ceramics of the Bureau 
of Mines. Location maps of deposits of this and other mineral 
deposits have also been prepared. 

The advertising of a railroad sometimes seeks the objectives of 
prestige and good will, as applied to its relations with the public, and 
the place of the railroads as a whole among competing transportation 
agencies. 

STATE AND MUNICIPAL AGENCIES 

Questionnaire returns were received from a few State chambers, 
but they disclaimed direct participation in promotional advertising. 
There are several State publicity bureaus, however, which are spend¬ 
ing considerable amounts for promotion. A leader in this group, the 
Maine Publicity Bureau, is expending $50,000 a year to promote the 
tourist trade in Maine. More recently New Hampshire, Vermont, 
and Rhode Island have made appropriations for this purpose. 

Two groups are active in California, the All Year Round Club, 
promoting southern California, and the Californians (Inc.), pro¬ 
moting the northern part of the State. California has also seen the 
working out of some large-scale colonization projects for aiding 
settlers. The city planning commission, for directing the physical 
growth of cities, is becoming an important adjunct to community 
development. Such commissions now exist in 392 cities. 

RETURNS FROM ADVERTISING AGENCIES 

A number of inquiries were addressed to advertising agencies in 
connection with community programs. In addition to data on work 
being carried on for various cities, some matters of importance con¬ 
cerning the attitude of the agencies on community advertising were 
ascertained. It is apparent, for example, that there are very few 
agencies so far who are finding community contracts a very large part 
of their work. Some, in fact, express reluctance to handle com¬ 
munity advertising. Evidence of special equipment to handle the 
advertising of communities is largely lacking. 


16 


ADVERTISING FOR COMMUNITY PROMOTION 


The attitude of the larger agencies is stated for them in a letter 
from the executive secretary of their national association. He says 
in part: 

That form of advertising is not within the usual province of the advertis¬ 
ing agencies. Most agencies feel there is too much lost motion in handling 
it. If that is true, that fact alone suggests the importance of giving the subject 
proper study. Community advertising should have just as good service in its 
handling as industrial or commercial advertising. Community advertising is 
always in danger of incurring too much waste. Every waste in advertising 
hurts all advertising in a definite way. Political and social influences in adver¬ 
tising are deadening. Both of these influences easily creep into community 
advertising undertakings. Community advertising can have a large effect upon 
the proper growth of communities as to production and distribution and upon 
economies which will serve the welfare of the country as a whole. 

The statement about the danger of incurring waste in community 
advertising is of particular interest. It has already been pointed out 
that community advertising makes up less than one-half of 1 per cent 
of all advertising. Yet this is one type of advertising that is con¬ 
stantly under public scrutiny and in which it is difficult to show 
tangible results even for the most conscientious work. It is obvious 
that waste or carelessness in this portion of our national advertising 
will be influential out of proportion to its size and will react un¬ 
favorably on the public attitude toward all advertising. The Ameri¬ 
can Association of Advertising Agencies suggests that this danger 
may largely be avoided if every agency can be brought to carry 
out certain agency service standards. 

The advantages of a product or service are based upon— 

1. A study of the product or service in order to determine the advantages and 
disadvantages inherent in the product itself and in its relation to competition. 

2. An analysis of the present and potential market for which the product or 
service is adapted, as to location, as to extent of possible sale, as to season, as 
to trade and economic conditions, and as to nature and amount of competition. 

3. A knowledge of the factors of distribution and sales and their methods of 
operation. 

4. A knowledge of all the available mediums and means which can profitably 
be used to carry the interpretation of the produce or service to consumer, 
wholesaler, dealer, contractor, or other factor. This knowledge covers char¬ 
acter, influence, and circulation (quantity, quality, and location) ; also physical 
requirements and costs. 

Acting on the study, analysis, and knowledge, as explained in the preceding 
paragraphs, recommendations are made and the following procedure ensues • 

5. Formulation of a definite plan. 

6. Execution of this plan: (a) Writing, designing, illustrating of advertise¬ 
ments, or other appropriate forms of the message; (&) contracting for the space 
or other means of advertising; (c) the proper incorporation of the message in 
mechanical form and forwarding it with proper instructions for the fulfillment 
of the contract; ( d ) the auditing, billing, and paying for the service space and 
preparation. 

7. Cooperation with the sales work to insure the greatest effect from 
advertising. 

RESULTS OF COMMUNITY ADVERTISING 

The answers to the question dealing with accomplishments were 
so fragmentary and vague as to defy compilation. It would seem 
that some detailed account of what is being accomplished by various 
community advertisers would be the essential basis for any really 
penetrating analysis of the several phases of the subject. It will be 
well to consider the nature of the replies to this question as emplia- 


ADVERTISING FOR COMMUNITY PROMOTION 17 

sizing the need for general agreement on standards for community 
advertising achievement. 

Out of the 293 questionnaires filled out in full, 110 gave no answer 
whatever to the question concerning results; 55 additional answers 
were unsatisfactory on this point. This includes questionnaires con¬ 
taining merely a general assertion that advantages have been derived 
from advertising, those who have not been able to detect any direct 
benefits, those who state that little or no benefits have resulted, and 
those who in their answer have confused efforts with results. The 
latter is a particularly interesting group. A secretary of a chamber 
of commerce states, for example, that his organization has succeeded 
in raising several hundred dollars, to be used in community adver¬ 
tising, and he lists this fact under community advertising achieve¬ 
ments. This success is obviously an accomplishment on the part of 
his organization, but is not to be considered as a result of community 
advertising, and so does not fit under the caption of results on the 
questionnaire. 

Of the remaining 128 questionnaires, all of which attempt to an¬ 
swer this question in some detail, 25 mentioned only intangible bene¬ 
fits, such as good-will publicity and the arousing of civic spirit. Five 
out of this group attempted to gauge the publicity obtained by the 
number of inquiries received concerning their city or section since 
the advertising program began. No other direct or indirect measure 
for intangible benefits appears. 

ENUMERATION OF INCREASES 

Out of those who list actual tangible benefits secured, by far the 
greater number are those who measure increase in the tourist trade. 
Thirty-one assert that the tourist trade has been increased, some esti¬ 
mating this in numbers, one measuring it by a count of number of for¬ 
eign cars in town on the same day in successive years, and another by 
the increase of resort business in the community. The next largest 
number is 15 questionnaires, which mention an increase in number 
of industries, some of them actually stating the number of new plants 
which have come in. Fourteen mention the arrival of new settlers, 
11 mention increase in number of conventions, and 10 report growth 
in population. Other general effects mentioned are increase in agri¬ 
cultural production, increase in trading area or trading population, 
increase in general business, the establishment of new business con¬ 
cerns, such as wholesalers and retailers, and the stimulation of new 
business construction. 

A few attempt to give a comprehensive picture of changes that 
have taken place in their communities. One way of doing this is by 
enumerating civic benefits which have been brought to pass since the 
inauguration of the community effort. The enumerations include: 
Improved port business, increase in cooperation between urban 
and rural citizens, the establishment of a local exposition, betterment 
of rail service, decrease in the amount of idle land, establishment of 
a new railroad, and expansion of the attendance at the local univer¬ 
sity. Other community data which perhaps should be classed as 
indirect measurements are the increase in rail movements, both freight 
and passenger, increase in bank deposits, and increase in local invest¬ 
ments. The most searching effort to gauge community advancement 


18 


ADVERTISING FOR COMMUNITY PROMOTION 


by detailed statistical data was received from Sarasota, Fla. The 
advertising program in that city extends over a two-year period only, 
and, naturally, much of its progress must be ascribed to the general 
development in south Florida. If, however, comparable material 
could be obtained from the other cities replying, it might furnish the 
basis for evaluating results obtained in various communities. Some 
of the data furnished includes post-office receipts, sale of documentary 
stamps, bank resources, bank deposits, building permits, assessed 
valuation of real estate in county, assessed value of real estate in the 
city of Sarasota, new telephone connections installed, electric motors 
installed, occupational licenses, and the growth of population. Actual 
or estimated figures are given in most cases for the years 1920, 1924, 
and 1925. 

A chart was submitted by Salt Lake City depicting advertising 
channels and the results achieved through advertising, and including 
in terms of actual figures, the number of tourists and estimated tourist 
expenditures, persons receiving booklets, conventions brought in, per¬ 
manent residents located, building permits, value of farm and range 
products, value of mineral output in Utah, investments in new indus¬ 
tries, and bank clearings. It is upon these two returns largely that 
the second form dealing with measurement of results was based. 

DIFFICULTIES OF MEASUREMENT 

The obvious conclusion arising from a study of these returns on 
community advertising is the central importance of recognized stand¬ 
ards for measuring the results of advertising. Measurement presents 
so many apparent difficulties that many replies merely stated that it 
is impossible. Certainly some of the important results of community 
advertising, such as better local feeling concerning the city, can 
hardly be interpreted in quantitative terms. Most of the objectives, 
however, which are directly sought by community advertisers, can be 
stated in terms of dollars and cents by one means or another. Of 
course, having arrived at a satisfactory method for stating the 
amount of community progress, we would still have the task of allot¬ 
ting the appropriate share in community progress to community ad¬ 
vertising. But it is felt, however, that a reliable measure of 
community progress would go a long way toward solving the problem 
of measuring the results of community advertising. The elements for 
such a measure of community progress are suggested by some of the 
more detailed answers received on the original questionnaire. 

SUPPLEMENTARY QUESTIONNAIRE 

After finding that the question concerning results had been very 
inadequately handled in the first questionnaire returns, it was de¬ 
cided to make a more detailed check on this point. The questionnaire 
reproduced on the opposite page contains only items which were 
stated in numerical terms on one or more returns from the original 
questionnaire. Those deemed essential for a complete measure of 
community progress are those included under area and population 
and direct measures. 

It will be seen from this questionnaire that data would have to be 
drawn either from the United States Census Bureau or from infor¬ 
mation gathered locally by the chambers of commerce. Items which 


ADVERTISING FOR COMMUNITY PROMOTION 


19 


could be taken from census reports are number of manufacturing 
plants, industrial pay rolls, number of farms, and value of agricul¬ 
tural products. These figures are regularly available at intervals of 
from two to five years. This group of facts gives a quantitative 
check for two important community advertising objectives—indus¬ 
trial promotion and agricultural development. Number of retail 
outlets and volume of retail trade are indispensable measures of city 
growth, which are available now only from local studies or from 
unofficial counts. It is hoped that this need may soon be met by a 
national census of distribution. 

. The first thing asked for on the questionnaire is a list of the coun¬ 
ties included in a trade area. A movement is now on foot to bring 
about general acceptance and agreement on a standard map of trade 
areas for the United States allocated to the principal cities as trade 
centers. Organizations representing a number of important cities 
are helping to further this movement, and it is hoped that when it is 
accepted the area allocated to a city may be taken as the proper one 
to consider in measuring its progress. 

Check List of Elements in Community Progress as Related to Advertising 


[Use figures for other years than 1920 and 1926, if more accurate picture can he given 
of the changes that have taken place through advertising] 


Items 

1920 

1926 

Area and population: 

Population of city..... 



Total trading population____ ___ 



Direct measures: 

Number of tourists......__ 



Total tourist expenditures_ . - _ _ . _ ___ 



Number in attendance at conventions___ 



Total expenditure by convention visitors. .. 



Number of manufacturing plants___ . . ... 



Total industrial pay rolls____ 



Number of farms in trade area.. ..... . 



Total value of agricultural products... 



Number of retail outlets in city ___ 



Volume of retail trade_____ 



General indicators: 

Volume of check payments..... 



Postal receipts__ . .. -___ 



Building permits ___ .. _ . _ 



Bank deposits_ __ - -.. . 







To what extent can changes listed be attributed to community advertising? 


What is the average cost of inquiries obtained through advertising?-- 

Have you made any check as to the sections of the country, seasons of the year, 
or types of mediums which have given the best results in your advertising? 
Describe or give specific examples- 


Signature _ 

City and State- 

[Explanatory notes on reverse side of questionnaire] 

Total trading population includes all families who do most of their important 
shopping in your city. Perhaps a survey has been made by your chamber of 
commerce or a local newspaper to determine this fact. If not, the total trading 
population may be considered as including the population of all counties lying 
entirely or mostly in your trade area. 

97099°—28 - 4 




































20 


ADVERTISING FOR COMMUNITY PROMOTION 


Number of tourists may be checked in several ways. If you have not made a 
tourist count, records of your hotels and tourist camps, gasoline sales, or a 
count of foreign cars in town may furnish the basis for an estimate. 

Total tourist expenditures for the year are the final test of the value of the 
tourist business to your city. If you have not already made such an estimate, 
one might be based on estimates of the number of tourists, average length of 
stay, and average daily expenditure. Total expenditure by convention visitors 
for the year may be estimated by a similar method. 

The volume of retail trade, if it has already been estimated by some one in 
your city, is probably the best single index of changes in business conditions. 
If no estimate is available, the figures listed under “ General indicators ” may 
be obtained for most cities and would be helpful in forming a judgment as to 
the volume of business activity. 

Number of farms in trade area and total value of agricultural products may 
be obtained by adding the figures for all counties in your trade area. If this 
data is not at hand, it can be computed in thisl office upon the basis of the 
counties listed by you under “ Counties included in trade area.” 

Note.—I t may be that this plan for checking results does not suit your par¬ 
ticular situation or that an estimate for your city does not seem feasible from 
any angle. In that case it would help clear up this matter of checking results 
if you would outline below the difficulties encountered or your suggestions for a 
general method of measuring accomplishments. 

Once definite trade areas are agreed upon the total trading popu¬ 
lation and the number of farms in the trade area can be determined. 
School attendance and other such figures available for the city, with 
farm population and number of farms available every five years, 
could be utilized in estimating city population and total population 
between the decennial censuses. Number of tourists, total tourist 
expenditures, number in attendance at conventions, and total expendi¬ 
ture by convention visitors would need to be drawn from local sources. 
The number of out-of-town people in attendance at conventions can 
usually be obtained, wherever a city has a convention bureau or any 
regular channel for taking care of this phase of its business. Total 
expenditure by convention visitors is still largely in the field of pure 
estimate. 

F. H. Kein, of the International Association of Convention Bu¬ 
reaus, in a study several years ago, set up $8.45 as the average 
expenditure per day for convention visitors. In the present survey 
it was found that the convention bureaus use estimates ranging from 
$10 to $25 a day. This range is probably justified by the variation in 
type of conventions entertained by different cities. This estimate 
determined as scientifically as may be for an individual city, with 
the knowledge of average number of days stay and number of con¬ 
vention visitors, should allow the setting up of a usable figure to 
represent the status of the convention industry in any city. 

MEASURING TOURIST BUSINESS 

With regard to measuring tourist business, a somew 7 hat paradoxical 
situation exists. More answers are given in numerical terms for this 
than for any other question, and yet the answers themselves reveal a 
surprising variety of interpretations as to how to count tourists. 
Some cities estimate the number of all tourists passing through, 
although the vast majority of them may not stop at all. In other 
cases the only check is the number of people registering at the local 
tourist camp. The plan which has apparently proved most feasible 
seems to be to think of the tourists as constituting a transient popula¬ 
tion, stopping over long enough to swell the volume of retail business 
in the city. Most cities will find it possible to set up a figure for total 


ADVERTISING FOR COMMUNITY PROMOTION 21 

transient population by a canvass of the records of hotels, tourist 
camps, and rooming houses. 

Total transient population might be broken down into the various 
classes of transients, where it was believed that these elements varied 
substantially in the amount and character of their purchases. The 
count of foreign cars daily and other ways of checking the total 
number passing through should not be interpreted as a measure of 
actual tourist business. Such figures constitute rather a measure of 
the potential business offered the city if it succeeds in taking advan¬ 
tage of this opportunity wisely. 

The answers received on the questionnaire concerning results are 
not embracing enough to give much light on the total volume of 
tourist business in the United States. This business is so vast and is 
growing so rapidly that probably not even the cities most aggres¬ 
sively seeking tourist trade are conceiving of it on a large enough 
scale. The best index at present to what is going on in this field is 
contained in the reports of the Director of the National Park Service. 


VISITORS TO NATIONAL PARKS 

The number of visitors to national parks and amusements, most of 
which lie west of the Mississippi, has grown from a little over 
1,000,000 in 1920 to 2,314,905 in 1926. This reflects an increase of 
130 per cent in the amount of tourist travel in the western United 
States during a period of six years. A city that has been favorably 
situated to share in this increase has probably found it difficult to 
provide adequate facilities to care for the business that comes to it 
unsought, even though making no special effort to obtain further 
business. 

An important trend noted at all the parks is the slight decrease in 
the number of visitors arriving by rail compared with the great 
increase in auto tourists. Another important figure may be derived 
from these records for evaluating the tourist business of a city. 
The average number of persons carried by automobiles entering 
national parks varies from three to four, and it is likely that three 
persons per car would be a safe figure in estimating tourists when the 
number of foreign cars is known. 

The following statement shows the number of visitors, by months, 
at national parks in 1926. The marked seasonal trend in tourist 
business is apparent, the peak months during the summer accounting 
for seven or eight times as many visitors as the average winter 
month: 


January_ 36,238 

February- 38, 713 

March_ 54, 955 

April_ 58,192 

May_ 128,629 

June_ 235,698 


July - 

August 

September 


- _ 455,204 
434, 603 
212 387 

October 

November 

December 


55, 543 
. _ 33,088 

31, 302 


A table in the report of the Director of National Parks for 1926 
shows the distribution of visitors by individual parks from 1911 
to 1926. This table indicates that there has been an increase of at 
least 100 per cent in number of visitors in most of the parks from 
1920 to 1926. 

Until such time as the measures of community progress herein 
suggested are available for all important centers the most practicable 















22 


ADVERTISING FOR COMMUNITY PROMOTION 


expedient is to depend upon general business indicators already in 
use. Those provided for on the questionnaire were volume of check 
payments, postal receipts, building permits, and bank deposits. It 
was found that these figures were not available for all cities. A thor¬ 
ough canvass of statistical measures reveals three that can be obtained 
for all cities of 10,000 or over for two comparable years. Postal 
receipts and school attendance are given for 1920 and 1926, while 
wage earners in manufacturing are given for 1919 and 1925. These 
indicators reflect growth in population, industrial activity, and gen¬ 
eral business. An appendix has been prepared containing these 
figures, as well as the annual income of the chamber of commerce in 
each city and the annual fund for community advertising in those 
cities engaged in this activity. In this table the cities of 10,000 or 
over are arranged alphabetically under the respective States and the 
States are divided into five districts, according to leading character¬ 
istics of the community advertising conducted in each, as shown on 
the accompanying map. 

TREND OF COMMUNITY GROWTH 

This section is devoted to some general considerations drawn from 
other sources than the questionnaire. It aims to survey briefly the 
trend of community growth and the part to be played by advertising 
in community promotion, according to a consensus of expert opinion. 

A map published by the Census Bureau shows the progress across 
the country of the centers for population, number of farms, and value 
of manufacture from one census period to the next. The most regular 
in its westward progress has been the’center of population, follow¬ 
ing the thirty-ninth parallel, from a point near Baltimore in 1790 
to a point near Vincennes, Ind., in 1920. The whole period of settle¬ 
ment in any section is characterized by a rush of population toward 
natural resources which could be freely appropriated. The early 
development of the South, as well as the great region west of the 
Mississippi, was induced in the first instance by timber rights, min¬ 
erals and mineral oils, and free or cheap land. Thus the first indus¬ 
trial activity in any section of the country has always been in the 
group known as extractive industries. 

When the original deposits, timber stands, or free lands which 
caused the inrush of population are exhausted two things may happen. 
First, settlements may be entirely abandoned, the population moving 
on to exploit similar resources. This has happened many times in 
connection with the exploitation of mineral deposits in the Western 
States. To-day the traveler may see entirely uninhabited towms 
which for a time were flourishing small cities. This phenomenon of 
the “busted” boom town is usually restricted to thinly populated 
regions, where travel is easy and where agricultural development is 
impeded by serious difficulties. 

The other possibility in the case of exhaustion of original natural 
resources is for the population to settle down and attempt to make a 
living by developing new sources of income. Many instances of this 
development may be found in the timberlands of the South. Com¬ 
munities have been built up by a population which came in be¬ 
cause of lumbering and later turned to agriculture after the mills had 
gone. Many such community developments are now taking place 


ADVERTISING FOR COMMUNITY PROMOTION 23 

and others are bound to follow with the exhaustion of timber 
resources in various parts of the country. 

INFLUENCE OF RAILROADS 

The second important force in settlement and development of com- 
munties has been the effort of the railroads to tap sources of traffic. 
Close behind the early pioneers in their w T estw T ard rush came the con¬ 
struction of railroads to carry the products of the mine, forest, and 
farm to the eastern markets and to bring back manufactured products 
and new settlers. 

The railroad map of the western part of the country was estab¬ 
lished largely on this basis, and now that it is established it determines 
in a very real way the future course of community development. 
Towns lying upon railroads, and especially upon railroad junctions, 
have an advantage in any effort toward community promotion that 
can hardly be overcome by their less fortunate competitors. Another 
present-day effect of railroads upon community expansion is the 
constant effort of railway systems to develop agriculture and industry 
in the territories traversed by their lines. 

MINOR MOVEMENTS 

A third movement in community development comes about when 
opportunities for exploited natural resources have largely been taken 
up, as is now the case in practically every part of the United States. 
For the most part, great movements of population such as character¬ 
ized the earlier history of this country can no longer be expected, 
since there is neither timber, mineral resources, nor free land to at¬ 
tract the settler of the pioneer type. Minor movements of consid¬ 
erable importance, however, may still take place, as in the recent 
increase in population and number of farms in Florida and in the 
occasional opening of new oil fields, such as the Smackover district, 
in northern Arkansas. The town of El Dorado, in this section, 
showed a population increase from 3,887 in 1920 to over 30,000 
in 1927. 

INDUSTRIAL MOVEMENT 

The principal movement of industry in the past 20 years, as shown 
from recent studies by Irving S. Pauli, has been in search of popula¬ 
tion. Industry must seek population, where it is not tied to the 
source of raw materials, in order that it may be close to markets 
and to labor. On the United States Census Bureau map already 
referred to the center of manufacturing production, like the center 
of population, shows a steady shift from east to west. This trend 
in industry, however, has so far remained 40 to 50 years behind the 
trend for the population center. Thus the center for manufacturing 
production in 1920 was only slightly farther west than the 1870 center 
of population. An analysis of regional shifts in industrial location, 
industry by industry, also reflects this greater conformity to the 
distribution of population and the general shift toward the western 
part of the country. The center, however, for most American indus¬ 
tries is still the highly industrialized belt stretching north of the 
Ohio and the Potomac, from St. Louis to Boston. 

These oreat nation-wide economic forces have inevitably set the 
broad outlines for all future distribution, both of population and 


24 


ADVERTISIN'G FOR COMMUNITY PROMOTION 


wealth-producing activities. . Something, however, is left to conscious 
direction on the part of competing communities. This effort for com¬ 
munity expansion has been crystallized in the setting up in practically 
every city or town in the United States of a chamber of commerce 
or other civic-promotion organization. Secretaries of chambers of 
commerce in their efforts at community promotion find themselves 
limited to rather specific objectives in their endeavors. One of their 
main functions is to secure on the behalf of their community any ne,w 
plant or institution which must find a location in their general region. 
Thus, as soon as the density of population and the purchasing power 
of a section offers an opportunity for a branch plant, the situation is 
open to competitive effort between towns in the region to influence 
the concern regarding the particular site chosen for locating a plant. 

In general, the problem of the community promoter is that of 
rounding out and filling in the economic life of a community which 
is already a going concern. When agricultural development is 
sought, it does not mean that agriculture is not already an important 
activity in the surrounding region. The effort is not usually to in¬ 
duce agriculture to develop in an entirely new section but to diversify 
and perfect existing agricultural conditions. Possibilities for some 
types of crops may have been overlooked. The growth of urban pop¬ 
ulation may present a new opportunity for truck gardening, or it may 
be that new methods have been developed for the staple crops of the 
section, which will, be adopted more readily if given publicity by 
promotional organizations. 

With regard to industrial promotion, it is again a matter of round¬ 
ing out and filling in. There are not many communities which can 
really boast an original source of raw materials not yet exploited as 
the basis for new industries. It is safe to assume that the most eco¬ 
nomic mineral deposits are in general those which are now being 
worked. The opportunity for developing secondary industries, based 
on the products of local manufacture or industries to serve a local 
market, however, offers room for development in many parts of the 
country. Again, a secondary source of raw materials may assume a 
new importance in relation to the growth of a consuming population. 

A second phase of the work of the modern civic association is the 
provision of special facilities to give one town an advantage in the 
competition with its neighbors. Such facilities include the surround¬ 
ing network of highways, port and terminal facilities, educational 
and recreational advantages, etc. Providing for such facilities is a 
matter of direct expenditure and careful planning rather than of 
advertising. The place of advertising in this phase of community 
promotion is in giving adequate publicity to new improvements. The 
traffic bureau of a port city, for instance, spends a great portion of 
its time making known to shippers the facilities available and other 
advantages of shipping to their port. 

Civic improvements which tend to make life more attractive in 
one town than in another constitute the basic appeal which modern 
communities make to settlers. With the passing of opportunities to 
exploit raw resources the settler to-day is most likely to be a person 
seeking a pleasant place to live, where he may educate his children 
and enjoy urban advantages. This type of appeal has a very impor¬ 
tant relation to tourist and convention promotion, which has become 
the central endeavor in a great number of the most successful com- 


ADVERTISING FOR COMMUNITY PROMOTION 


25 


munity promotion schemes. Private facilities, such as hotels and 
resorts, usually exist in a community prior to any effort to attract 
tourists. Such things as convention halls, parking facilities, and 
tourist camps must usually be provided by community initiative. 
The appeal for tourists and conventions, in an effort to increase the 
profitable transient population of a city, is at the same time the 
soundest and the easiest to handle of the various types of community 
promotion. 

In addition to the efforts of individual communities there are now 
coming into being a number of specialized organizations for handling 
community promotion problems on a wider scale. One expedient is 
to supplement the efforts of the chamber of commerce by the estab¬ 
lishment of a local municipal publicity bureau. State and regional 
organizations are also coming into this field, such as the Maine Pub¬ 
licity Bureau, The All Year Club of California, and Californians 
(Inc.). 

Still more important are the technical organizations devoted to an 
exchange of ideas and setting up of standards concerning some special 
phase of community promotion. Such are the International Con¬ 
vention Bureau Association, American Railway Development Asso¬ 
ciation, American Community Advertising Association, and the 
Informal Conference of Industrial Secretaries, conducted by the 
United States Chamber of Commerce. Other groups which are hav¬ 
ing some influence in standardizing the approach to the community 
promotion problem are the State departments of agriculture and 
the agricultural colleges. For example, the new west Texas agri¬ 
cultural college, located at Lubbock, has borne a very important 
part in the rather sensational settlement and agricultural develop¬ 
ment of west Texas in recent years. 

RECENT INDUSTRIAL SHIFTS 

Increases in number of plants from 1921 to 1925 occurred in the 
following industries: (1) Lumber and allied products; (2) paper, 
printing, and related industries; (3) chemical and allied products; 
(4) stone, clay, and glass products; and (5) railroad repair shops. 

The increase in number of lumbering establishments may be ac¬ 
counted for by the increase in number of small mills which takes 
place in areas having been logged for some time. No new timbered 
areas have come into production during the period, and much of the 
existing area of production has reached the clean-up stage. Increase 
in (4) is due in large part to the tendency to use new types of stone 
and to locate plants nearer to regional markets with the use of local 
sources of supply and of local brick plants. Increase in (3) and (5) 
is very small and evidently incidental in the one case to new rail con¬ 
struction and in the other to increased use of perfumery and cos¬ 
metics and paints and varnishes. The most striking increase was in 
the number of printing and paper-making plants. Further analysis 
indicates, however, that most of this increase is in printing, and that 
the really striking increase in number of plants is taking place in 
the existing centers of the printing and publishing industry, located 

in the East. _ . 

The main types of industrial shifts seem to be taking place m 
different lines. One type is that in which the industrial centers seem 


26 


ADVERTISING FOR COMMUNITY PROMOTION 


to be growing approximately in proportion to their present impor¬ 
tance m the industry. Another is that in which the present cen- 
ters are showing no further increase, and plants are springing up 
elsewhere in various States. Finally, there is the case in which one 
center of an industry is growing rapidly, apparently at the expense 
o± another which is showing a decline. The shift in most cases has 
been fiom the Northeast to the South and West, but important devia¬ 
tions from this rule exist in a number of cases, there being a tendency 
toward greater concentration to the North and East in several lines. 

After having listed its own resources a town should decide to which 
ox the industries it can offer economic advantages and which w T ould 
be most likely to respond to a promotional appeal. This is a fact 
that can only be determined on the basis of a knowledge of condi¬ 
tions within the industry. Having selected such an industry or 
group of industries it manifestly becomes the part of wisdom to 
advertise an centers where that industry is well represented but is not 
undergoing any present expansion. This advertising would reach 
not <?nly plant managers but men with the enterprise and experience 
qualifying them to enter this industry, but finding no immediate 
opportunity to do so in their present location. 

In addition to industrial shifts of this magnitude, there are cases 
m which new plants are established as part of a chain of plants 
maintaining headquarters elsewhere. In this connection it is of im¬ 
portance for a community to know the centers of ownership for 
industries m which it is interested. The best reference on this 
subject is the census monograph “ The Integration of Industrial Op¬ 
erations. The following table is reproduced from that publication. 

Centralization of Industrial Headquarters by Number of Multiple-plant 
Organizations Controlled from Various Centers 






























































ADVERTISING FOR COMMUNITY PROMOTION 27 

COMMUNITY ADVERTISING PROBLEMS AND METHODS 

The material presented in the foregoing sections suggests some ten¬ 
tative conclusions concerning the place of advertising in community 
promotion. These conclusions can best be presented in relation to 
the objectives commonly sought by communities in promotion and 
advertising. The list of objectives used will be those appearing on 
the questionnaire, originally adopted from “ Community Advertis¬ 
ing,” by Mowry. The effort in each case will be to reduce the objec¬ 
tives to terms of tangible results anticipated and to bring to bear 
the accumulated experience of men and organizations who have 
been active in the field. 

PRESTIGE AND GOOD WILL 

First on the list of objectives appears “ Prestige and good will.” 
Many of the people giving this as the aim of their advertising 
strongly proclaim that it is impossible to measure their results in 
terms of tangible accomplishments. This fact makes it all the more 
important to define as closely as possible the general nature of com¬ 
munity aims characterized by this phrase. The prestige desired by 
a large trading center is that which will cause people from out of 
town to buy in it in preference to neighboring and competing large 
cities. Advertising for prestige is largely advertising to attract out- 
of-town shoppers, theater goers, week-end visitors, etc. The cash 
value of prestige is said to be questionable outside the trading area 
of the advertising center and that few cities would profit from 
national prestige, even if it w T ere possible for them to secure it. 

The greatest need for prestige is in the portions of the city trading 
area which are recognized to be competitive. The prestige that really 
counts is that which secures the business of smaller centers lying half 
way between the advertising city and its nearest competitor. A new 
opportunity for advertising communities can be found in building 
up a happier relationship between the large advertising center and 
the smaller cities within its trade territory. The study made by the 
Institute of Social and Religious Research, “American Agricultural 
Villages,” emphasizes the fear and jealousy which the merchants of 
the small centers feel toward the large cities which have been attract¬ 
ing a proportionately larger share of business in recent years. It is 
important for a large city to distinguish between competitors and 
feeders among the other centers surrounding it. Since there is a 
natural specialization in function going on as between the large city 
and the smaller trading center, it might seem to be a wise plan for 
the large city to assist the small-town merchants in their efforts to 
build local trade in order that they may be assured of receiving the 
business which naturally comes to the large center. 

A great part of the advertising in the small centers falls under the 
head of “good-will advertising.” This is especially important where 
a town is largely dependent on the surrounding farm population. In 
the study mentioned above it was found that the best opportunity for 
the smaller towns seems to lie in considering themselves solely as 
service centers for the farmers. The bringing in of industries or other 
measures to make the town independent of the local farm population 


28 ADVERTISING FOR COMMUNITY PROMOTION 

was usually found to have antagonized the latter. The suspicions of 
farmers concerning local trades people, as pointed out in the study 
mentioned above, when once aroused persist so stubbornly that the 
value of good-will advertising, without a very definite formulation 
of aims, is problematical. Unquestionably, the best plan would be 
first to take definite steps toward providing new facilities and advan¬ 
tages, and second, direct the good-will advertising toward such 
constructive measures. 


APPEALS TO TOURISTS 

A recent tendency in advertising for tourists seems to be the 
cooperative effort of groups of cities to advertise whole regions with 
similar tourist appeals. There are a number of associations for 
advertising to tourists the advantages of various sections of the 
country. In some cases it is probably necessary for a city to devote 
most of the funds to advertising itself specifically. This would be 
the case with resorts which base their appeal upon exclusiveness or 
upon special facilities for sports and recreation not existing in the 
adjacent region. 

On the other hand, much care needs to be exercised in placing 
advertisements for tourist business. Expensive mistakes have been 
made in advertising resorts to sections of the country whose interest 
was fixed upon other resort regions. Records of hotels and tourist 
camps, as well as counts of foreign cars, will usually reveal the 
sources of present tourist trade. If the tourist is to come by auto¬ 
mobile, the touring radius should be taken into account. Discrimi¬ 
nation is required also in discovering the best season of the year for 
intensive advertising for a resort city. It seems to be the more general 
opinion that for most resort centers more business can be expected in 
accepting a share of the tourist trade produced by a regional campaign 
than from an intensive campaign covering the merits of a single city 
only. 

ATTRACTING INDUSTRIAL PLANTS 

Among the larger funds are many which are being expended 
primarily to attract industrial plants. Much has been said about 
the necessity for surveying community assets before attempting 
industrial promotion, but an inventory of local resources in raw 
materials, power, labor, and markets does not complete the story. 
After a city has determined to which industries it can offer definite 
advantages it must then find out what is going on in those industries. 
If an industry is showing no tendency to expand outside its existing 
centers, community advertising will probably be unavailing in 
bringing about a change in plant location. For the country as a 
whole the industrial groups which showed an increase in number of 
plants between 1921 and 1925 were lumber and allied products; 
paper, printing, and related industries; chemicals and allied products; 
stone, clay, and glass products; and railroad repair shops. When 
the change in number of plants is analyzed by States it is seen that 
the shift in most individual industries has been from the Northeast 
to the South and West. These shifts may indicate either an actual 
relocation of the centers of an industry or merely the establishment 
of branch plants. In either case the area which the industrial pro¬ 
moter must reach through his advertising is in general the industrial 


ADVERTISING FOR COMMUNITY PROMOTION 


29 


belt of the North and East, since this section contains the existing 
centers of most of our industries and also the headquarters for the 
concerns which are locating branch plants. 

No major campaign for community advertising is launched to-day 
without some sort of a preliminary investigation of the possibilities 
of the city and its surrounding territory. It is now generally realized 
that an industry unwisely located is a community liability. There 
has been some discussion among industrial managers as to where to 
start in plotting the industrial situation of a community. Some 
believe it the part of economy to start with a general survey of the 
industrial situation preliminary to studies on behalf of specific indus¬ 
tries. Others feel that such a general survey is not pointed enough 
to help individual prospects and advise beginning with the studies of 
opportunities in individual lines, which may later be summarized to 
reach a general perspective of the local situation. There is perfect 
agreement, however, as to the need for more facts, carefully ascer¬ 
tained, and devised to reveal specific advantages and limitations 
rather than to prove that the city is adapted to all types of industry. 

Lockwood, Greene & Co., an engineering firm which has made a 
number of community industrial surveys, has gone a step further in 
research preliminary to industrial promotion. In an appendix car¬ 
ried in a recent survey of Dallas, Wichita, and Okmulgee, it 
divides the industries of the country into two groups, one requiring 
location near the source of raw materials and the other having location 
controlled by supply of power, unskilled labor, and transportation. 
The latter group is referred to as mobile industries. The tabulation 
shows for each industry sex of wage earners, and value added by 
manufacture per wage earner and per horsepower, based on averages 
for the United States. This is a classification which it is believed 
might well be worth consideration by various communities contem¬ 
plating industrial promotion. A word of warning concerning its use 
comes from the author of this scheme himself. Even given a list of 
industries which can move freely, a community would scarcely be 
justified in circularizing the firms on the list without first ascertaining 
whether movement was actually taking place in a particular industry. 

SELECTED LIST OF MANUFACTURES 

Following is a selected list of manufactures that depend mainly on 
power and unskilled or semiskilled labor. The ratio between the 
average number of male and female employees is shown. The list 
includes some industries, such as shoe factories, where a small nucleus 
of skilled workers can train others within a short time. Mining and 
smelting operations and manufactures that are limited by a small 
demand for products are not included in the list. Industries that 
require locations near the sources of raw materials are separated 
from those whose location is controlled by the supply of power and 
unskilled or semiskilled labor and by transportation facilities. 

It should be noted that the smaller the value added by manufacture 
per horsepower or per wage earner, the greater will be the importance 
of power or labor, respectively. . 

The figures are computed from totals for the United States, 
taken from the Census of Manufactures, 1925. The description of 
industries are quoted from the census. 


30 


ADVERTISING FOR COMMUNITY PROMOTION 


Classification of Industries for Community Promotion 


Average for United States 


Manufactures 


LOCATION NEAR SOURCE OF RAW MATERIAL 

Canning and preserving fish, oysters, and other sea food_ 

Canning and preserving fruit and vegetables, pickles, jellies, 

preserves, and sauces....... 

Cement____ 

Chocolate and cocoa products, not including confectionery_ 

Coffee and spices, roasting and grinding... 

Coke, not including gashouse coke__ 

Crucibles_______ 

Dyeing and finishing textiles___ 

Fertilizers___ 

Flax and hemp, dressed______ 

Flour, feed, and other grain mill products_ 

Glass_______ 

Glue and gelatin_____ IIIIIIIIIIIII””!! 

Hones, whetstones, and similar products. 

Iron and steel: 

Blast furnaces......... 

Cast-iron pipe...... 

Steel works and rolling mills..... 

Jute goods......... 

Leather, tanned, curried, and finished__ I.IIIII”!! 

Lime______ 

Lumber and timber products, not elsewhere classified_ 

Marble, slate, and stone work_ 

Matches____ 

Mats and matting, grass, and" coir__.””111! 

Minerals and earths, ground or otherwise treated_ 

Paper and wood pulp 1 ______ 

Paving materials, other than brick_ 

Salt_________ 

Turpentine and rosin_____ 

Wall plaster, wall board, and floor composition___ 

LOCATION CONTROLLED BY SUPPLY OF POWER, UNSKILLED LABOR, 
AND TRANSPORTATION 

Agricultural implements...... 

Artificial stone products, not including paving or roofing_ 

Baskets and rattan and willow ware, not including furniture... 
Belting other than leather and rubber, not made from purchased 

fabrics_____ 

Beverages._____ 

Bookbinding and blank-book making_ 

Boot and shoe findings, not made in boot and shoe factories_ 

Boots and shoes, other than rubber___ 

Boxes, cigar, wooden......... 

Boxes, paper and other, not elsewhere classified_ 

Boxes, wooden, except cigar boxes__ 

Brass, bronze, and other alloys, and manufactures of these alloys 

and of copper, not specifically classified...... 

Brooms___~ 

Brushes other than rubber........"" 

Car and general construction and repairs, electric railroad 

repair shops_______ 

Car and general construction and repair, steam railroad repair 

shops_______ 

Carpets and rugs, rag_____ 

Carriages, wagons, sleighs, and sleds..... 

Cars, electric and steam, railroad, not built in railroad repair 

shops............ 

Cloth, sponging and refinishing.. 

Clothing, men’s, not elsewhere classified_ 

Clothing, women’s, not elsewhere classified___ 

Collars, men’s___ 

Confectionery...... 

Cooperage....... 


Employees 

Value 
added by 

Value 
added by 
manu¬ 
facture 
per wage 
earner 

Male 

Female 

manu¬ 
facture 
per 1 
horse¬ 
power 
used 

Per cent 

Per cent 



37 

63 

$1,140 

$2,070 

44 

56 

1,230 

2, 680 

99 

1 

215 

4,870 

74 

26 

569 

3, 640 

56 

44 



100 

0 

245 

432 

97 

3 

913 

4, 720 

78 

22 

743 

2, 655 

98 

2 

454 

3, 520 

98 

2 

147 

2, 620 

97 

3 

258 

5, 400 

89 

11 

670 

2, 620 

89 

11 

456 

3, 130 

88 

12 

442 

2, 520 

100 

0 

107 

5, 070 

100 

0 

940 

2,240 

99 

1 

238 

3, 050 

46 

54 

453 

2,060 

92 

8 

689 

2, 891 

100 

0 

350 

2, 560 

99 

1 

410 

1,770 

100 

0 

525 

3, 460 

66 

34 

664 

2, 340 

69 

31 

913 

2, 180 

99 

1 

197 

2,880 

91 

9 

172 

2,818 

100 

0 

276 

3, 200 

93 

7 

374 

3, 240 

99 

1 

9, 730 

1,035 

99 

1 

625 

4, 700 

98 

2 

856 

332 

100 

0 

1,235 

3, 230 

68 

32 

766 

1,450 

55 

45 

1,640 
823 

5, 940 
^ non 

48 

52 

3,580 

2, 730 

66 

34 

1,480 

2, 660 

70 

30 

3,116 

2,141 

45 

55 

1,430 

1,540 

42 

58 

1,710 

2, 280 

90 

10 

457 

1, 880 

92 

8 

504 

2, 890 

85 

15 

1, 950 

2,240 

68 

32 

2,121 

3,037 

99 

1 

768 

1,660 

99 

1 

821 

1,680 

69 

31 

1, 600 

1,970 

96 

4 

585 

248 

99 

1 

508 

2, 460 

98 

2 

3, 780 

3, 950 

46 

54 

11,800 

3, (M0 

33 

67 

23, 400 

4, 520 

24 

76 

3, 520 

2, 200 

44 

56 

1,736 

2, 740 

98 

2 

765 

2,060 


1 No 1925 figures available, 1920 census figures used. 




















































































ADVERTISING FOR COMMUNITY PROMOTION 31 

Classification of Industries for Community Promotion— Continued 


Manufactures 


LOCATION CONTROLLED BY SUPPLY OF POWER, UNSKILLED 

labor, and transportation— continued 

Cordage and twine_____ 

Cork products_—III” 

Cotton goods....... 

Cotton small wares_ 

Dairymen’s supplies, creamery, cheese factory equipment, 

and poultrymen’s and apiarists’ supplies_ 

Electroplating____ 

Enameling and japanning__——III” 

Envelopes_____ 

Felt goods, wool or hair___ IIIIIIIIIIIII” 

Flags and banners_ IIIIIIIIIIII 

Flavoring extracts, flavoring sirups, and bitters_” 

Food preparations, not elsewhere classified_ 

Foundry and machine shop products, not elsewhere classified 

Furnishings, goods, men’s, not elsewhere classified_ 

Furniture_____ 

Gloves and mittens: Leather..___ _.IIIIIIIIIIIII 

Hardware, not elsewhere classified__ 

Hats and caps, except felt and straw_ 

Hats, fur, felt___’ 

Hats, straw______ IIIIII” 

House furnishing goods, not elsewhere classified_ IIIIIIIII! 

Ice cream_______ 

Ice, manufactured___ 

Iron and steel: 

Bolts, nuts, washers, and rivets, not made in rolling mills.. 

Doors, shutters, and window sash and frame_ 

Forgings not made in steel works or rolling mills__ 

Nails, spikes, etc., not made in rolling mills_ 

Processed—__ 

Knit goods._______ 

Labels and tags______ 

Leather goods, not elsewhere classified..__ 

Linen goods____ 

Lumber, planing mill products not made in planing mills 

connected with sawmills_ i. ____ 

Mattresses and bed springs, not elsewhere classified_ 

Millinery and lace goods, not elsewhere classified___ 

Mirrors and picture frames_____ 

Mucilage, paste, and other adhesives, not elsewhere classified.. 

Needles, pins, hooks and eyes, and snap fasteners___ 

Paints and varnishes___ 

Paper goods, not elsewhere classified__ 

Pencils, lead_______ 

Perfumery, cosmetics, and toilet preparations__ 

Plumbers’ supplies, not including pipe or marble and porcelain 

sanitary ware........ 

Pottery, including porcelain ware..... 

Pulp goods_____ 

Rayon....... 

Refrigerators........ 

Sand-lime brick..... 

Shirts_ ___ 

Signs and advertising novelties.... 

Silk manufactures_______ 

Soap_________ 

Soda water apparatus...... 

Sporting and athletic goods, not including firearms or ammuni¬ 
tion...... 

Stamped and enameled ware, not elsewhere classified.. 

Stationery goods, not elsewhere classified... 

Steam and other packing, pipe and boiler covering, and gaskets, 

not made in textile mills.... 

Steam fittings and steam and hot water heating apparatus. 

Stoves and appliances, gas and oil. 


Average for United States 


Employees 

Value 
added by 
manu¬ 
facture 
per 1 
horse¬ 
power 
used 

Value 
added by 
■manu¬ 
facture 
per wage 
earner 

Male 

Female 

Per cent 

Per cent 



59 

41 

432 

2,180 

62 

38 

795 

2, 660 

58 

42 

284 

1,430 

38 

62 

975 

2,030 

90 

10 

1,480 

4, 500 

95 

5 

925 

2, 960 

79 

21 

1,230 

3,000 

40 

60 

2, 300 

2, 620 

76 

24 

742 

3, 385 

25 

75 

3, 590 

2,190 

50 

50 

2, 020 

12,100 

70 

30 

910 

6, 250 

96 

4 

948 

3, 390 

17 

83 

10, 200 

2, 420 

92 

8 

1,200 

2, 680 

43 

57 

4, 430 

2, 040 

82 

18 

1,500 

2,820 

62 

38 

11,200 

3,220 

72 

28 

2, 240 

2, 640 

39 

61 

3, 780 

2, 200 

40 

60 

2, 570 
810 

2, 950 

a Qnfi 

99 

1 

154 

5, 700 

85 

15 

6S4 

2, 680 

98 

2 

1,710 

4,200 

97 

3 

553 

3, 280 

73 

27 

823 

2,990 

99 

1 

787 

4, 800 

29 

71 

2,010 

1,900 

60 

40 

3, 130 

2,800 

62 

38 

6,220 

2, 990 

47 

53 

393 

1,710 

98 

2 

514 

2, 760 

80 

20 

1,490 

3,350 

20 

80 

13, 000 

2,910 

86 

14 

2, 020 

2, 900 

78 

22 

1,466 

7, 709 

49 

51 

1,620 

2, 100 

90 

10 

1,240 

6, 950 

60 

40 

1,510 

4, 000 

47 

53 

1,940 

2, 820 

30 

70 

11,200 

9, 480 

94 

6 

1,230 

3,120 

75 

25 

1, 540 

2,110 

84 

16 

875 

3, 300 

40 

60 

1,040 

3,640 

96 

4 

1,410 

3, 520 

100 

0 

394 

2, 150 

98 

2 

6, 920 

1,930 

61 

39 

5,110 

4, 220 

39 

61 

1,520 

2, 440 

70 

30 

1,585 

6, 040 

97 

3 

3, 350 

5, 910 

65 

35 

990 

1,320 

79 

21 

1,190 

2, 580 

49 

51 

3, 360 

3, 220 

84 

16 

1,170 

3, 860 

95 

5 

1,390 

3, 490 

99 

1 

2,440 

4,350 





















































































32 


ADVERTISING FOR COMMUNITY PROMOTION 


Classification of Industries for Community Promotion— Continued 


Average for United States 


Manufactures 


LOCATION CONTROLLED BY SUPPLY OF POWER, UNSKILLED 

labor, and transportation— continued 

Stoves (other than gas, oil, or electric), hot-air furnaces, and fire¬ 
less cookers_ 

Structural and ornamental iron work, not made in rolling mills. 

Tin cans and other tinware, not elsewhere classified_ 

Toys, games, and playground equipment (not including chil¬ 
dren’s wheel goods or sleds)_ 

Tools, not including edge tools, machine tools, files, or saws_ 

Trunks, suitcases, and bags_ 

Vinegar and cider_ 

Wall paper_ 

Washing machines and clothes wringers, not for use in commer¬ 
cial laundries___ 

Window and door screens and weather strips_ 

Window shades and fixtures_ 

Wood preserving_ 

Wood turned and carved_ 

Wooden goods not elsewhere classified_ 

Wool scouring___ 

Wool shoddy_ 

Woolen goods_____ 

Worsted goods__ 


Employees 

Value 
added by 

Value 

Male 

Female 

manu¬ 
facture 
per 1 
horse¬ 
power 
used 

added by 
manu¬ 
facture 
per wage 
earner. 

Per cent 
99 

Per cent 

1 

1, 430 

3,180 

100 

0 

398 

1,750 

71 

29 

1,730 

2,820 

58 

42 

1,690 

2,460 

92 

8 

1,040 

3, 240 

92 

8 

3, 780 

2, 890 

91 

9 

778 

4, 350 

80 

20 

1,310 

2, 980 

97 

3 

2,040 

5,200 

86 

14 

1,195 

1, 480 

3, 370 

72 

28 

3,200 

100 

0 

732 

2, 920 

93 

7 

446 

1,920 

83 

17 

547 

2, 440 

93 

7 

422 

2, 970 

82 

18 

396 

2, 950 

56 

44 

737 

2,120 

56 

44 

517 

1, 980 


A substantial step in obtaining basic information concerning indus¬ 
trial expansion has been undertaken by the organization service 
department of the United States Chamber of Commerce. A question¬ 
naire was circulated to local secretaries asking information concerning 
plants established during the year. Industries were divided into 
those of local origin and those of outside origin, the latter group being 
subdivided into “New industries started by foreign capital,” “Branch 
plants,” and “Entire factories removed from other places.” For each 
establishment, whatever its classification, the name of the concern, 
the number of employees, and the product manufactured was sought. 

Only 87 cities sent in returns for 1926, but the results of even this 
small number point to conclusions of great importance which may 
appear from the continuation of the work. For example, only 88 out 
of the 618 plants recorded fell in the class of factories removed from 
other places. The number of plants which were actually new estab¬ 
lishments, and not merely removals, was sufficient to suggest that the 
development of new industries may turn out to be a more productive 
field than efforts to relocate existing, establishments: 

For 1927 over 700 returns have already been received and these are 
being compiled for an early release. The results are being grouped in 
various ways, by States according to census divisions, by industries 
following the classification of the Census of Manufactures, by plants 
according to number of wage earners, and by cities according to 
population. Comparative importance of removals and new develop¬ 
ments, centralizing and decentralizing tendencies, and mileage covered 
































ADVERTISING FOR COMMUNITY PROMOTION 33 

in changing locations, are among the numerous aspects of industrial 
expansion that are being given detailed consideration. 

The deposits of valuable minerals have long been known and 
charted, and it is only where the work of the geologist is supplemented 
by some new discovery of the chemist that changes in the industrial 
map can be expected on the basis of raw materials. An excellent 
example is the recent developments in the use of lignite, upon which 
is being based a dye industry in North Dakota, and which, in pul¬ 
verized form, was found to be a very effective fuel in Texas. In 
exceptional cases, where new bodies of raw materials are suddenly dis¬ 
covered, as in recent oil and gold strikes, and also in real-estate booms, 
the resulting free publicity is alone sufficient to give a community a 
greater influx of population than it can conveniently assimilate. 

The general trend in industrial shifts is to conform more closely to 
the distribution of population. Population attracts industry on the 
two counts of markets and labor. The versatility of population is a 
fact upon which both community promoters and industrial men can 
rely in their efforts to widen the range of the productive activities of 
any section. For instance, towns in which are located industries 
that employ men only naturally offer a labor supply to plants 
requiring women. 

It is questionable whether it is advisable to advertise cheap labor as 
one of the advantages which a city offers to manufacturers. In 
many cases the new plant must seek its market as well as its labor 
supply near the city in which it expects to locate. Cheap labor does 
not argue a high purchasing power on the part of this consuming 
population. On the other hand, it is important to emphasize any 
permanent advantage in living costs which affect the wage rate with¬ 
out reaction upon living standards. 

The mature judgment of cities long engaged in industrial promotion 
is that the first step is the development of an expert industrial bureau 
to deal with industrial applicants. Such prospects should be offered 
an engineering survey of the community, from the standpoint of 
economy of location for each individual concern. Efforts to make 
the best practice in industrial promotion generally available have led 
to the establishment of an annual informal conference of industrial 
secretaries under the auspices of the organization service department 
of the United States Chamber of Commerce. 

SEEKING CONVENTIONS AND OBTAINING PUBLICITY 

Conventions and publicity are usually lumped together as a single 
objective as was done in the present questionnaire. Publicity, 
however, is not an end to be sought in itself, and where used should 
be considered as a means to the end of community promotion and as 
such should be judged severely with respect to cost and results, as 
is done with paid advertising. The International Association of 
Convention Bureaus has felt that seeking conventions, for the intan¬ 
gible benefits of publicity, should be engaged in only with great care 
and has asked its members to refuse large funds or other special 
advantages as an inducement to conventions. 

A safe way to evaluate advertising for conventions is to think 
of it as an effort to increase the profitable transient population of 


34 


ADVERTISING FOR COMMUNITY PROMOTION 


the city. In this way it can be considered on the same basis as tourist 
promotion. Both offer advantages in further advertising the city 
through the oral advertising that the tourist or convention visitor 
accomplishes when he returns home. The major part of the work 
of convention bureaus is a matter of specific appeal to convention¬ 
holding organizations and does not permit large use of advertising 
methods. A very useful list for cities seeking conventions is the 
pamphlet published by the United States Chamber of Commerce, 
entitled “ Convention Dates of National and Trade Associations .’’ 
Similar information is contained in the Department of Commerce 
publication “ Commercial and Industrial Organizations of the United 
States.” When a city bureau conceives publicity as an advertising 
channel and wishes to give it a prominent place in its promotion 
program, the following sentences selected from the statement of one 
of the cities most successful in its use should be helpful. It should 
always be borne in mind, however, that control of the specific message 
is surrendered in this type of treatment, since the basis for acceptance 
of such copy by publications is news value. 

Concentration of efforts to place the city before large groups of people the 
Nation over by having a personal representative address them while they are 
attending conventions. 

In specially prepared articles, printed by trade and other magazines of national 
circulation, broadening that field and reaching increasing numbers. 

Furnishing material to special writers, histories, yearbooks, lecturers, ency¬ 
clopedias, general advertisers, and numerous others who spread the community’s 
advertising. 

Keeping local people informed of developments here, encouraging them by 
the fact of the city’s steady growth and expansion, and by doing direct educa¬ 
tional work in the city schools among those of the coming generations. 

PROMOTING AGRICULTURAL DEVELOPMENT 

In the matter of promoting agricultural development, the tech¬ 
nique involved is a far more important question than the advertising. 
The efforts of the railroads and State departments of agriculture in 
work of this sort has already been emphasized. An important aid 
which a trading center can extend to its surrounding agriculture is in 
providing local markets. It is often possible for the community to 
advertise local food products as part of its tourist appeal. An effort 
to secure plants which will use present or potential products of the 
local soil may also aid in agricultural development. 

The present appeal to settlers, as stated above, must rest largely 
upon the advantages of the community as a place in which to live. 
Such advertising must be soundly supported by provision of up-to- 
date educational and recreational facilities and civic improvement. 
In a program to attract agricultural settlers few communities are in 
a position to operate except as units in a large scale plan. The danger 
of inflating land prices is too great and too continuous to justify an 
unregulated advertising campaign concentrating on land immediately 
surrounding the city. Again, the need for financial assistance and 
material help of other kinds tends to direct the function of appealing 
for settlers to railroads, State bureaus, or other large organizations. 

Much has been said for the point of view that the key to com¬ 
munity advertising lies in the tourist field. An article by James H. 
Collins gives a very striking expression to this viewpoint. The 


ADVERTISING FOR COMMUNITY PROMOTION 


35 


writer avers that hardly any community is without some tourist 
appeal to justify advertising. The tourist, he points out, is the 
manufacturer, banker, prospective farmer, or workman to whom 
community appeal is directed through other channels. The happiest 
method for both the community and the prospect is to center upon 
an effort to bring him into the community for a visit and let him 
investigate its advantages for himself. Another advantage of this 
approach to community promotion is that results from advertising 
directed to tourists is measurable in terms of new dollars brought 
into the community, so that this type of community promotion may 
be depended upon to pay its own way. 


• M 1 ' • 


.1 


APPENDIX 


Indexes of Community Growth, 1920 - 1926 , All Cities 

Population, by Regions 

Cities in each State are grouped into those above and those below 25,000 population in 1920. 

Wage earners. —This figure is the average number of wage earners as reported by the Census of Manu¬ 
factures. Where data is not given it is w ithheld to prevent disclosure of individual operations. 

Postal receipts.— Absence of figures indicates that receipts w ere included with those of large neighboring 
offices. 

Average daily school attendance. —Absence of figures for 1920 indicates that the city was not included in 
the school-attendance survey of the Bureau of Education for that year. 

Chamber of commerce income— The information under this head was collected in connection with the 
1926 revision of Commercial and Industrial Organizations of the United States (Domestic Commerce 
Series No. 5), but not used in that publication. The designation ‘ ‘chamber of commerce” includes other 
similar civic organizations. 

Community advertising fund— The questionnaire called for average expenditures for 1921-1926, but an¬ 
swers in most cases refer to budgets for 1926. 






Over 10,000 


Wage earners, 
average number 

Postal receipts 

Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 

1919 

1925 

1920 

1926 

1920 

1926 

income, 

1925 

21,420 

13, 549 

$552, 458 

$708,116 

10, 730 

14,170 

$36, 000 

10, 482 

9, 753 

3, 536, 393 

5, 414,155 

52, 739 

61, 589 

22,000 

97, 814 

85, 797 

4, 051, 512 

6, 729, 561 

75, 421 

90, 939 

9, 480 

3, 753 

5, 430 

115, 052 

171. 588 

3, 272 

5, 144 

10,000 

4, 029 

4, 625 

102, 667 

202, 912 

3,856 

5,136 

5,000 

95 

120 

66, 046 
50,535 

78, 335 
84, 369 


1,598 
2, 458 

1,000 

2, 400 

1,308 

1,609 

2,016 

4,486 

4,893 

6,010 

298, 480 
177, 392 

434, 772 
107, 993 


6, 653 
4, 784 

30, 000 
12, 500 

3, 322 

5, 119 

5, 429 

711, 878 

898, 834 

13, 913 

21,009 

32, 000 

4, 891 

3, 408 

159, 204 

155, 997 

4, 321 

4, 742 

14, 725 

2,237 

2, 759 

128, 238 

167, 107 

7, 298 

7, 826 

7, 500 

21, 759 

18, 137 

1, 376, 291 

2,182, 602 

21, 622 

25, 554 

55, 000 

7, 740 

6,998 

241, 245 

415, 986 

7,846 

11, 520 

14,000 

4,012 

1,007 

67,119 

89,126 

1,976 

2,011 

9,000 

450 
5, 827 

465 
3,060 

71, 262 
90, 968 

122, 836 
125, 448 

3,427 

2, 548 

3, 577 

12,000 

473 

398 

56, 762 

83,155 

1,134 

1,424 

4,500 

2, 259 

1,248 

341, 288 

561, 941 

6,160 

8, 739 

20,000 

2, 321 

2, 762 

135, 832 

190, 348 

5, 676 

12, 000 

6, 556 

7, 398 

231, 452 

440, 065 

6, 073 

11,414 

13, 150 

8, 622 

7,856 

321, 612 

527, 000 

5,932 

4,905 

17,500 

1,442 

1,272 

75, 433 

141, 777 

2, 663 

3, 661 

14,000 

1,931 

1, 761 

90, 845 
49, 975 

135, 084 
92, 832 

2,765 

2,315 

10,000 

2,188 

2,867 

987 

1, 783 

1,303 

60, 500 
24, 271 

107, 494 
48, 358 

4,890 
2, 638 

7,000 

( 2 ) 

1,649 

1,040 


2, 878 

2,409 

129, 280 

202,100 

4, 079 

4, 772 

15,000 

4, 038 

3,795 

106, 330 

172, 972 

4, 952 

5,845 

20,000 

1,171 

857 

230, 448 

380, 201 

4, 789 

6, 333 

16,000 

29,902 

37, 672 

1, 714, 798 

2, 838, 782 

24, 548 

32, 108 

2, 350 

2,223 

70, 387 

121,180 

2,799 

2,816 

3, 750 

1,912 

1,259 

49, 218 
35, 407 

110, 355 
48, 779 


4,542 

2,010 

10,000 
10, 750 

967 

1,057 

1,753 

1,380 

1,384 

101,108 

120, 925 

2, 294 

2, 984 

3, 596 

e. 

3,794 

102, 925 

186, 404 

3, 292 

3, 660 

10,000 


Cities 


SOUTHERN DISTRICT 

Delaware: 

Wilmington_ 

District of Columbia: 

Washington.... 

Maryland: 

Baltimore. 

Cumberland.. 

Hagerstown. 


Annapolis... 

Frederick... 

Virginia: 

Lynchburg.. 

Newport_ 

Norfolk_ 

Petersburg.. 

Portsmouth. 

Richmond.. 

Roanoke.... 


Alexandria. 

Charlottesville. 

Danville. 

Staunton_ 

West Virginia: 

Charleston. 

Clarksburg. 

Huntington.... 
Wheeling_ 


Bluefield_ 

Fairmont_ 

Martinsburg. 

Morgantown. 

Moundsville. 

Parkersburg. 

Kentucky: 

Covington_ 

Lexington.... 

Louisville_ 

Newport. 


Ashland_ 

Henderson. 

Owensboro. 

Paducah... 


Com¬ 

munity 

adver¬ 

tising 

fund 


(') 


$35, 000 


7,500 

(>) 

6, 000 
1, 200 
15,000 


( 2 ) 


1,400 


10,000 

0 ) 


7,200 


36 


























































































ADVERTISING FOR COMMUNITY PROMOTION 


37 


Cities 


SOUTHERN DISTRICT—con. 
Tennessee: 

Chattanooga__ 

Knoxville_ 

Memphis... 

Nashville.. 

Jackson___ 

Johnston City. 

North Carolina: 

Asheville. .. 

Charlotte.. 

Wilmington.... 

Winston-Salem_ 

Durham. 

Gastonia.... 

Goldsboro.. 

High Point.. 

Greensboro_ 

Newbern_ 

Raleigh_ 

Rocky Mount_ 

Salisbury.. 

Wilson.... 

South Carolina: 

Charleston_ 

Columbia.. 

Anderson. 

Florence__ 

Greenville___ 

Spartanburg.. 

Georgia: 

Atlanta... 

Augusta.—.. 

Columbus... 

Macon..... 

Savannah___ 

Albany.. 

Athens_ 

Brunswick__ 

La Grange. 

Rome... 

Valdosta_ 

Way cross. 

Alabama: 

Birmingham_ 

Mobile.. 

Montgomery. 

Anniston... 

Bessemer.. 

Dothan.. 

Florence. 

Gadsden... 

Selma--- 

Tuscaloosa. 

Mississippi: 

Biloxi.... 

Columbus—,__ 

Greenville.. 

Hattiesburg.. 

Jackson-- 

Laurel.. 

Meridian- 

Natchez—. 

Vicksburg—. 

Florida: 

Jacksonville... 

Miami. 

Pensacola.. 

Tampa.. 

Key West_ 

St. Petersburg- 


Wage earners, 
average number 

Postal receipts 

Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 

Com¬ 

munity 

adver¬ 

tising 

fund 

1919 

1925 

1920 

1926 

1920 

1926 

10, 588 

15, 835 

$527, 873 

$784, 481 

6,150 

14, 160 

$20,000 

$50,000 

11,384 

14, 642 

376, 601 

653, 858 

12, 970 

15, 838 

27, 000 


11,963 

9, 988 

1, 360, 986 

2, 092, 203 

14, 865 

27, 021 

90, 000 

36,000 

10, 666 

10, 549 

1,211,000 

1, 786, 012 

15, 652 

18, 905 

80,000 


1,806 

1,405 

60, 982 

91, 830 

2, 561 

3,958 

6,000 

( 2 ) 

1,061 

1,686 

54, 697 

102, 747 


3, 595 

10,000 

4, 700 

1,119 

1,428 

174, 059 

339, 255 

4, 327 

7, 954 

152, 100 

100,000 

5,161 

5, 730 

375, 357 

725, 995 

6, 604 

10, 332 

12, 000 


1,846 

1,577 

187, 445 

260, 228 

4,511 

5, 644 

14, 000 

2,000 

12, 366 


209, 903 

365, 804 

5,948 

10, 218 

12, 000 


5, 977 

7,541 

91,476 

178, 513 

5, 370 

4,844 

15,000 


2, 943 

3, 561 

36, 775 

67, 662 


3, 383 

7, 500 


1, 100 

1, 294 

45; 842 

60, 463 


3, 171 

5,000 


4, 076 

7, 782 

56, 602 

139, 906 


5,170 

12, 000 

2, 800 

1,615 

5,007 

228, 645 

418, 067 

3,042 

4, 476- 

30, 625 

35,000 

1, 586 

933 

64, 167 

73, 847 


2, 112 

6, 800 


1,161 

1,394 

298, 183 

494, 061 


5, 765 

0) 

l' 562 

44, 782 

71, 108 


3,186 

10, 000 

1, 050 

1,682 

38, 585 

78, 374 


3, 396 

10,000 


654 

568 

45,115 

61, 765 


2, 403 


4, 228 

2, 742 

346, 016 

324, 465 

5,282 

8, 528 

25,000 

25,000 

4,684 

3, 829 

320, 063 

402, 216 


7, 024 


6,000 

1,811 

1,171 

50, 728 

61, 685 


3, 796 

10,000 

937 

41, 164 

56, 191 


3, 377 

4,250 


1,586 

1,849 

157, 471 

218, 868 


5, 537 

25, 000 


1 , 84p 

2,049 

94, 092 

140, 668 

4, 321 

4,899 

2,500 

15, 739 

18, 208 

2, 746, 981 

3, 802, 262 

26, 703 

40, 210 

71, 500 

0) 

5, 156 

5, 423 

224, 614 

254, 579 

7, 787 

10, 080 

24,000 


8,087 

8,282 

125, 840 

181, 029 

5, 995 

6,880 

20,000 


6, 457 

6, 079 

299, 148 

401, 714 

9,903 

12,247 

50,000 

0) 

3,843 

3,053 

432, 031 

574, 810 

11,950 

11,026 

50,000 

42,500 

308 

517 

69, 202 

108, 257 


2,413 

15,000 

0) 

1, 199 

1,266 

87, 675 

90, 279 

2, 222 

2,863 

2, 500 


1,629 

1,032 

46, 054 

45, 812 

1,423 

1, 767 

12, 500 

0) 

3, 519 

3,900 

32, 793 

47, 821 


2,719 

3,000 


1,970 

2, 095 

59; 728 

77,166 

2,035 

2,516 

10,000 

( 2 ) 

515 

526 

56, 168 

83, 873 


2, 190 

11,000 

7,000 

1, 559 


36, 528 

50, 740 

2, 900 

2, 928 



17, 264 

16, 054 

852, 569 

541, 405 

24, 639 

35, 826 

50, 000 

( 3 ) 

8, 223 

3, 503 

294, 922 

386, 382 

5, 646 

7, 992 

30, 000 

4,500 

3, 658 

2, 946 

338, 874 

432, 041 

5, 426 

6, 986 

30,000 

0) 

2, 685 

3, 930 

57, 943 

90,163 

2,410 

2, 761 

8,000 


2, 107 

3, 221 

37, 062 

57,134 

2,907 

3,501 


6,000 

236 

370 

36, 120 

49,118 


2, 256 

6,000 


744 

604 

35^ 013 

50^ 506 


2,064 

26,000 


2,852 

3, 708 

4L 940 

5< 733 

1,129 

3,244 

7, 500 


1, 703 

1, 062 

86, 991 

108, 385 

2, 017 

2, 856 



404 

559 

58' 558 

85' 089 

3,127 


2,000 

787 

721 

30, 664 

56, 659 


1,830 

11, 500 

4,500 

549 

336 

34, 930 

55,121 


2, 157 

5, 000 


822 

653 

57; 814 

65; 037 


2, 134 

6,000 

6, 300 

1,267 

1,337 

84, 426 

96,059 

2,767 

3, 323 

10,000 

0) 

1,326 

1,241 

210, 883 

366, 757 

3, 398 

4, 761 

25,000 


2 223 

3,131 

42,193 

71, 191 


3, 485 

13, 750 


2 165 

996 

115' 552 

177; 397 


4, 303 

16,000 


1,180 

1, 133 

55 ,121 

6b 268 

961 

2, 447 

6,000 


1 455 

1 292 

77, 835 

106, 703 


2,295 



7,168 

5, 479 

669, 928 

1, 285, 941 

9, 334 

18, 676 

80,000 

30,000 

'708 

2, 179 

177, 177 

1, 419, 500 


8,305 

200,000 

0) 

4, 586 

1,259 

103, 342 

141, 586 

3, 891 

4, 784 

29,000 

144, 666 

13,079 

12, 682 

534, 368 

1, 073,148 

5, 782 

15, 625 


20,000 

9 **1*} 

1 100 

37 893 

47, 186 


2, 035 

3, 500 


215 

1,000 

85, 659 

454, 553 


7, 614 

100,000 

100,000 


See footnotes at end of table. 
























































































































































38 


ADVERTISING POE COMMUNITY PROMOTION 


Cities 


EASTERN MANUFACTURING 
DISTRICT 


Maine: 

Bangor... 

Lewiston. 

Portland. 


Auburn.. 

Augusta. 

Bath_ 

Biddeford_ 

Waterville_ 

New Hampshire: 
Manchester.. 
Nashua_ 


Berlin_ 

Concord_ 

Dover_ 

Keene.... 

Laconia_ 

Portsmouth.. 

Vermont: 

Barre.. 

Burlington... 
Rutland_ 

Massachusetts: 

Boston_ 

Brockton_ 

Brookline_ 

C am bridge.. . 

Chelsea_ 

Chicopee. 

Everett_ 

Fall River_ 

Fitchburg_ 

Haverhill_ 

Holyoke_ 

Lawrence_ 

Lowell_ 

Lynn. 

Malden_ 

Medford_ 

New Bedford. 

Newton_ 

Pittsfield_ 

Quincy_ 

Revere_ 

Salem.. 

Somerville_ 

Springfield_ 

Taunton_ 

Waltham_ 

W orcester_ 


Adams_ 

Amesbury_ 

Attleboro_ 

Arlington_ 

Belmont_ 

Beverly_ 

Braintree_ 

Clinton_ 

Danvers_ 

Dedham_ 

Easthampton. 

Framingham.. 

Gardner_ 

Gloucester_ 

Greenfield_ 

Leominster_ 

Marlborough.. 

Melrose_ 

Methuen. 

Milford. 

Natick. 

Newbury port. 


See footnotes at end of table. 


Wage earners, 
average number 

Postal receipts 

Average daily 
chool attend¬ 
ance 

1919 

1925 

1920 

1926 

1920 

1926 

1,153 

786 

$226, 737 

$346, 091 

3,842 

4, 108 

6, 566 

6, 025 

93, 309 

142, 534 

2,158 

2, 909 

5, 486 

4,177 

520, 317 

809, 615 

8,811 

10, 458 

5, 850 

5, 488 

69,128 

108, 806 

2, 377 

2, 734 

2, 343 

2, 003 

420, 484 

655, 029 

1,631 

1,980 

5,312 

773 

45, 060 

39,142 


1, 531 

4, 469 

4, 478 

31, 587 

45, 669 

1, 161 

1, 170 

2, 432 

2, 369 

57, 998 

83, 948 

1, 867 

2,176 

25,512 

18, 553 

228, 294 

311,394 

6, 698 

9, 142 

8, 264 

7, 391 

75, 289 

111,061 

3, 029 

3, 915 

4, 236 

3, 708 

30,165 

42, 242 

1,253 

1,470 

2, 444 

2, 824 

177, 100 

434, 368 

2, 366 

2, 790 

2, 334 

2,121 

39, 490 

53, 402 

1,264 

1,393 

2,185 

2, 335 

64, 999 

96,185 

1,700 

1,892 

2, 579 

2,153 

39, 760 

60,167 

1,093 

1,313 

3,191 

631 

77, 445 

84, 339 

1,693 

2,275 

1,898 

1,886 

43, 327 

61, 767 

2, 029 

2, 254 

2,913 

1, 759 

167, 426 

244, 852 

2, 408 

2, 828 

1, 955 

1, 589 

75, 094 

106, 743 

1, 878 

1, 963 

88, 759 

77, 334 

11,123, 671 

16,139, 232 

103, 839 

115, 894 

18, 059 

13,162 

341,516 

461, 934 

9, 093 

10, 859 

484 

231 



4, 038 

4 887 

22, 550 

21,945 



13, 979 

14 967 

6, 580 

6, 308 



6, 497 

7, 953 

10, 068 

10, 536 

25,147 

32, 242 

3, 875 

6,289 

4, 523 

5, 234 



6, 942 

7, 952 

37,015 

30, 596 

215, 652 

292, 708 

14, 428 

16, 572 

9, 907 

8, 872 

148, 340 

194, 316 

4, 487 

5, 257 

15, 783 

11,519 

175, 761 

218,157 

6,192 

7,197 

17, 773 

16, 992 

237, 915 

335, 624 

5, 950 

7, 363 

30,319 

26, 275 

191,910 

255, 009 

9, 584 

12, 089 

30, 111 

21, 570 

250, 739 

364, 972 

10, 737 

12, 888 

27, 355 

18, 938 

342, 482 

503, 779 

11,753 

14, 247 

4, 723 

4, 192 



6, 534 

7 730 

1, 031 

1,335 



5, 598 

7 866 

41,630 

35, 696 

260, 257 

347, 200 

13, 700 

16, 653 

2, 547 

2, 669 



7, 257 

8 657 

8, 570 

9,180 

165, 561 

240, 444 

6; 220 

7, 618 

19, 653 

5, 158 



7, 310 

10 825 

126 

189 



5, 471 

7 H5 

5, 672 

4, 359 

153, 681 

259,841 

4, 786 

5, 541 

6, 111 

5, 594 



11 855 

14 074 

18, 429 

17, 693 

885, 241 

1, 280, 964 

17, 588 

21, 347 

8, 981 

6, 679 

102, 709 

144,152 

4, 759 

5, 557 

8, 069 

5, 083 



2, 915 

4 948 

38, 673 

31,142 

833, 082 

1,165, 355 

23, 855 

31, 789 

3,974 

3, 636 

22, 214 

38, 635 

1,541 

1,752 

3,173 

4, 276 

25, 079 

34, 260 


1, 214 

6, 763 

5, 273 

120, 523 

182, 739 

2, 979 

3, 559 

228 

257 



2, 950 

4 171 

93 

86 



2 698 

6,495 

3, 540 

64, 244 

86, 392 

3, 968 

4, 536 

2,176 

1,554 




2 434 

4,155 

5, 013 

24, 665 

35, 401 

1, 575 

1,866 

1, 474 

970 

20, 852 

35, 332 


1, 838 

463 

518 

21,910 

36, 524 


2, 727 

4, 142 

2, 950 

24, 590 

35, 761 


L 518 

4,362 

4, 488 

123, 655 

211,717 

2, 725 

3, 718 

4,036 

4,313 

55, 232 

86, 466 

2, 334 

2, 678 

2,684 

2,169 

112, 678 

176,180 

3, 944 

3^ 911 

2, 750 

1,585 

105, 926 

127,143 

2, 353 

2, 978 

5, 793 

4, 846 

60, 318 

109,174 

2, 453 

2, 909 

3, 798 

3, 504 

34,811 

45, 725 

1,562 

1,924 

1,606 

748 



2 577 

3 178 

2, 571 

1,557 



2 808 

3 278 

1,809 

1, 664 

29, 202 

43, 855 

2,197 

2, 737 

1,463 

660 

29, 595 

49, 880 


2, 282 

3,960 

2,561 

53, 619 

69, 688 

1, 696 

2,064 


( 2 ) 


18, 500 
25,000 
7, 500 

12, 500 
15, 500 

13, 800 
18, 000 
12, 000 


30, 000 
45, 000 
14, 000 
5, 300 
( 2 ) 


65,000 
4,000 


40,000 


4, 500 
12, 000 


8, 500 
( 2 ) 


( 2 ) 

1,200 
15, 000 
17, 000 
8, 750 
1,200 
2, 500 


( 2 ) 

3,000 

3,000 

9,125 


19,000 

6,000 
2, 500 
( 2 ) 

$2, 150 




5,000 



( 2 ) 

1,300 

12,000 

2, 900 
6,000 
3.000 
8,500 

3, 000 
10, 500 



6,000 

50,000 



1,500 

350, 000 
18,000 
1,000 
3,000 

1,800 





Cham 
ber of 
com 
merce 
income 
1925 


$ 10,000 


Com¬ 

munity 

adver¬ 

tising 

fund 


( 2 ) 


5,800 


( 2 ) 

'(*)' 


45,000 


( 2 ) 

( 2 ) 


10,000 
















































































































































































ADVERTISING FOR COMMUNITY PROMOTION 


39 


Cities 


EASTERN MANUFACTURING 

district— continued 

Massachusetts—Continued 

North Adams_ 

Northampton_ 

Northbridge.. 

Norwood.... 

Peabody.... 

Plymouth_ 

Saugus_ 

Southbridge.. 

Wakefield..... 

Watertown.. 

Webster... 

West Springfield_ 

Westfield.. 

Weymouth_ 

Winchester. 

Winthrop_ 

Woburn.. 

Rhode Island: 

Cranston_ 

Newport... 

Pawtucket.. 

Providence_ 

Woonsocket_ 

Bristol... 

Central Falls_ 

Cumberland_ 

East Providence_ 

Warwick.. 

West Warwick_ 

Connecticut: 

Bridgeport... 

Hartford_ 

Meriden_ 

New Britain_ 

New Haven_ 

New London_ 

Norwalk.. 

Stamford_ 

Water bury.. 

Ansonia.. 

Bristol..... 

Danbury_ 

Derby..__ 

Middletown.... 

Naugatuck__ 

Norwich__ 

Torrington.-- 

Willimantic.. 

New York: 

Albany__ 

Amsterdam- 

Auburn..... 

Binghamton- 

Buffalo___ 

Elmira_ 

Jamestown.... 

Kingston___ 

Mount Vernon- 

New Rochelle- 

New York.. 

Newburgh-- 

Niagara Falls- 

Poughkeepsie_ 

Rochester_ 

Rome_ 

Schenectady_ 

Syracuse.. 

Troy---- 

Utica.-- 

Watertown__ 

Yonkers_ 


Wage earners, 
average number 

Postal receipts 

Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 

Com¬ 

munity 

adver¬ 

tising 

fund 

1919 

1925 

1920 

1926 

1920 

1926 

6,023 

4, 754 

$81, 390 

$96, 445 

2, 561 

3, 132 

$12,000 

( 2 ) 

3, 532 

3, 395 

104,187 

176, 773 

2, 687 

3, 384 

13,000 


3, 871 





1, 727 



2, 835 

2, 742 

39, 288 

51, 937 


3, 099 



8,013 

5,821 

34, 852 

47, 366 

2, 727 

1, 572 

1, 200 


2,971 

2, 441 

47, 874 

61, 996 

2,099 

2, 366 


0) 

120 

110 




2, 500 

( 2 ) 


5, 329 

3,949 

67, 899 

92, 577 

1, 135 

1,495 


1,869 

1,787 

25, 137 

55, 091 

2, 329 

3, 074 



8, 420 




2, 855 

3, 866 



3,849 

2, 868 

31,156 

37, 520 

1,060 

b 310 

( 2 ) 


2,791 

2, 880 




2,907 

1,100 


3,243 

2,933 

85, 974 

141, 250 

3, 119 

3, 864 


2, 146 

1,924 



2, 403 

3, 148 



1, 112 

1,139 

30, 707 

42, 732 


1, 780 



61 

44 


2, 288 

2, 850 

( 2 ) 


2,011 

2,092 

27, 828 

43, 641 

2,609 

3, 275 

1,500 


2, 657 

2, 873 



4, 339 

5, 533 



1,032 

916 

125, 276 

134, 491 

3, 597 

4, 096 

18, 000 


24, 446 

21,213 

210, 766 

326, 117 

7, 049 

8, 526 

10, 000 


53, 372 

41, 207 

1, 356, 443 

2, 009, 892 

31,447 

36, 553 

54, 250 


14, 387 

13, 460 

84, 385 

120, 435 

3, 833 

4, 748 

12, 500 


5, 097 

3,173 

18, 242 

24, 679 


2, 054 

( 2 ) 


3, 922 

4,681 

1, 551 

2, 070 


2,918 



2, 060 

1, 511 



2, 288 

1,137 




4, 351 

( 2 ) 


l'379 



1, 996 

3,018 


4^919 

2, 765 


24, 335 

1,959 

2, 447 

( 2 ) 


42, 862 

28, 763 

611,748 

891, 952 

20, 615 

23, 499 

25, 000 

$15,000 

26, 264 

21, 758 

1, 276, 605 

2,032, 398 

17, 356 

23, 185 

18, 500 


8, 794 

7, 882 

222, 578 

329, 066 

4, 193 

5, 024 

9. 375 


17,212 

16, 678 

270, 168 

391, 444 

8,197 

11,342 

8, 200 

( 2 ) 

30, 874 

22, 863 

1, 014, 062 

1, .580, 243 

25, 203 

30, 036 

26,000 

( 2 ) 

2, 241 

2,517 

131, 879 

177, 778 

3, 356 

3, 980 

7, 000 


5, 633 

6, 304 

41, 065 

81, 232 

4, 239 

5,417 



t, 939 

4, 140 

160, 259 

329, 398 

6, 539 

8, 723 

15,000 

( 2 ) 

30, 322 

23, 626 

275, 572 

430, 049 

13, 722 

15,531 

20,000 

0) 

6,102 

5, 148 

47, 071 

51,515 

2,952 

3, 427 

( 2 ) 


7, 592 

6, 569 

83, 573 

114, 577 

3, 572 

4, 482 

8, 725 


5,033 

5, 672 

68, 867 

133, 996 

2, 630 

3, 167 


0) 

1 567 

800 

44, 161 

50, 267 


1, 558 

3, 000 


3,985 

3,831 

75, 643 

13b 547 

1,852 

2,269 

6,500 

7,900 

5, 030 

2,910 

40, 131 

58, 083 

2, 111 

2, 376 

9, 500 


5,018 

4, 140 

91, 346 

121, 394 

2,921 

4,032 

7, 500 


6, 608 

5,310 

73, 926 

98, 092 

3, 498 

4, 272 

1,700 

( 2 ) 

3 625 

2 102 

37, 998 

53, 906 


2,018 

3,000 


11,216 

9, 609 

858, 789 

1, 600, 216 

10,190 

11, 786 

35, 000 


10,713 

10, 536 

95, 055 

141, 804 

4, 261 

6, 994 

12, 500 

1,500 

7, 272 

5,649 

155, 293 

214, 422 

4,095 

4, 485 

14, 075 


7, 477 

7, 407 

333, 191 

535, 697 

8, 056 

10, 964 

11, 100 


75, 899 

66,015 

3, 324, 572 

4, 902, 506 

52, 622 

67, 650 

150, 000 

0) 

8, 024 

6, 895 

239, 753 

425, 260 

5, 123 

6, 396 


10, 000 

8. 559 

8, 763 

181, 259 

310, 142 

5, 668 

7, 211 

32, 000 

2,500 

3,903 

3,594 

98, 597 

154, 837 

3, 069 

3, 620 

7,500 

4, 500 

2 746 

1 573 

147, 354 

242, 224 

7. 058 

8, 703 



1, 293 

763 

115,515 

270| 803 

5,695 

6, 757 

15,000 


fiQG 77^ 

538 845 

49 612,397 

71, 984, 458 

735, 062 

909, 561 



UUUj lit/ 

5, 389 

4, 207 

113, 268 

' 210; 823 

4, 116 

4, 721 

10,000 


12, 238 

12,616 

246, 195 

395, 071 

6, 578 

10, 096 

30, 000 

80. 000 

5, 935 

4,631 

171, 184 

315, 075 

4,575 

4,871 

10, 000 


63, 792 

52, 589 

1, 838, 564 

2, 860, 514 

33, 087 

41, 299 

140, 000 

27, 000 

4, 428 

5, 094 

69, 105 

115, 668 

3, 155 

4, 391 

12, 000 


21,062 

19, 648 

387, 282 

561,396 

14,020 

14,903 

30, 000 

2, 700 

28, 153 

23,086 

1, 144,517 

1,661,302 

20, 784 

24, 791 

50,000 

135, 000 

15,929 

12, 468 

269, 028 

528, 673 

5, 249 

7, 966 

23, 000 

15, 000 

16, 423 

14, 833 

440, 481 

813, 487 

11,090 

14,410 

32, 000 


3,914 

3, 390 

149, 852 

332, 773 

4,993 

5, 140 

6, 750 

1, 500 

11,932 

12, 662 

245,324 

463,105 

15,144 

18, 111 

22,000 



See footnotes at end of table. 




























































































































































40 


ADVERTISING FOR COMMUNITY PROMOTION 


Cities 


EASTERN MANUFACTURING 

district— continued 

New York—Continued 

Batavia.. __ 

Beacon_:.. 

Cohoes__ 

Coming____ 

Cortland___ 

Dunkirk__ 

Fulton__ 

Geneva.... 

Glen Falls... 

Gloversville_ 

Herkimer.... 

Hornell_ 

Hudson___ 

Uion... 

Ithaca_ 

Johnstown__ 

Lackawanna... 

Little Falls_ 

Lock port_ 

Middletown_ 

North Tonawanda_ 

Ogdensburg. 

Olean.. 

Oneida..... 

Oneonta..___ 

Ossining.. 

Oswego... 

Peekskill... 

Plattsburg__ 

Port Chester.. 

Port Jarvis.... 

Rensselaer___ 

Saratoga Springs.. 

Tonawanda.... 

Watervliet__ 

White Plains.. 

New Jersey: 

Atlantic City_ 

Bayonne....... 

Camden. ... 

Clifton... 

East Orange... 

Elizabeth.... 

Hoboken__ 

Irvington.. 

Jersey City_ 

Kearney... 

Montclair.. 

New Brunswick_ 

Newark_ 

Orange..__ 

Passaic_ 

Paterson_ 

Perth Amboy.... 

Plainfield... 

Trenton.. 

West Hoboken (Inc. 

Union City)_ 

West New York.... 


Wage earners, 
average number 


1919 


Asbury Park. 

Belleville_ 

Bloomfield... 

Bridgeton_ 

Englewood— 

Garfield_ 

Gloucester... 

Hackensack.. 

Harrison_ 

Long Branch. 

Millville_ 

Morristown.. 
Phillipsburg.. 
Rahway. 


2,226 
2,162 
6,013 
3,517 
3,013 
4,319 
3, 627 
2, 428 
2, 784 
5, 612 
1,370 
1,851 
1,481 
5,215 
1,690 
2, 664 


1925 


3,688 
4, 074 
2,162 
4,366 
757 
4, 669 
1,207 

1, 657 
387 

4,470 
2,066 
787 
2,685 
2,003 
1,363 
855 
1,833 
1,600 
329 

958 

14, 994 
40, 906 

3, 253 

2, 683 
18, 386 

15, 933 
1,956 

36, 981 
14,860 
281 
7, 673 
86, 707 
2,712 
18, 203 
37,217 
9, 197 

3, 421 
24,547 

3, 565 
3,208 

393 

1.856 
5,150 
2,329 

256 
5, 025 
6,225 
698 
13,026 
841 

3.857 
248 

5,403 
1,697 


2,318 
1,509 
4,925 
2,621 
2,625 
2,649 
3,004 
2,091 

3, 069 

4, 267 
1,566 
2, 504 
1,073 
3,907 
1,575 
2, 499 


2, 650 

3, 430 
1,682 
3, 832 
1,202 
3, 033 

938 
1,237 
281 
2, 874 
1,379 
530 
1,603 
1,720 
1, 775 
528 
1,723 

1, 594 
279 

1,201 
12, 340 
22, 700 
6, 298 
1,338 
17, 354 
9, 793 

2, 867 
30, 607 

9,511 
432 
6,930 
66, 854 
1,171 
16,119 
33, 779 
9,237 
2, 743 
22,322 


Postal receipts 


1920 


$51,191 
22,963 
39,190 
59,095 
64, 857 
53, 562 
44,895 

84, 310 

85, 743 
93,115 
30,715 
44, 379 

49.122 
40, 332 

153, 695 

40.122 


47, 363 
92,860 
67,478 
76, 200 
49, 729 
74, 808 
39,941 
47, 512 
46, 535 


40, 232 
53, 394 
56, 796 
29,129 
18, 701 
69,158 
27, 637 
32,167 
86, 755 

444, 822 
96,352 

360, 055 


139, 478 
222,121 
268, 438 


935, 343 


2,925 

546 
1, 666 
6, 448 
2,610 
84 
5, 992 
1, 080 
967 
5,929 
528 
3,148 
251 
4,913 
1,114 


1926 


$92, 441 
34,110 
58, 642 
78, 428 
105,012 
69, 446 
62,947 
138, 803 
138,113 
120,338 
24, 369 
75, 295 
68, 291 
65, 682 
254, 212 
72,350 


68, 963 
125, 558 
109, 873 
150,175 

69, 790 
102, 522 

73, 964 
69, 890 
69, 362 

80, 756 
86, 974 

81, 236 
99, 947 
43, 617 
38, 832 

97, 984 

98, 973 
29, 977 

172,008 

879, 254 
161, 827 
696, 437 


Average daily 
school attend¬ 
ance 


1920 


2,020 

1, 284 
1,514 
2,001 
1,721 

2, 528 
1,826 
1,614 
1,645 
3,150 


1,897 

1,537 


2,472 

1,700 

1,702 

1, 396 

2, 771 
2, 208 
2,202 
1,525 

3, 589 


268, 370 
432, 554 
323, 042 


1,326, 218 


1,590 
2, 234 
2,121 
1,128 
3,332 


1,376 

1,772 


1, 698 
3,288 

6, 323 
11,413 
15, 405 


118,191 
174, 672 
2,109, 839 
185, 860 
210, 287 
344, 373 
75, 672 
123,168 
478,627 


101, 869 


97, 586 
44, 951 
42, 776 


19, 098 
97, 554 


52, 701 
27, 973 
24, 890 
34,455 
47,409 


225, 305 
316, 265 
3,861,270 
250, 548 
328, 774 
563, 861 
136, 363 
191,087 
757,826 


118, 244 
171, 087 


216, 831 
70, 928 
70, 369 


27, 538 
185, 464 


6, 889 

12,102 

8, 629 
3, 689 

34,915 

3, 829 
4,479 
4,355 

58, 896 

4, 792 

9, 721 
18, 754 

6, 691 

4, 285 
13, 761 

5, 503 
4, 634 

2,235 


3, 266 
2, 348 


4, 381 


84, 006 
37, 993 
104, 724 
89. 246 
76, 749 


3, 286 

1, 590 

2, 595 
2, 228 


2,508 


1926 


2, 660 
1,519 
1,979 
2, 341 
2, 336 
2, 989 
2, 2.50 
2, 128 
1,872 
3,559 
1,901 
2, 444 

1, 934 
1,715 

2, 887 
1,850 
2,803 
2,013 

3, 452 
2, 612 
2, 544 
1,901 

4, 388 
1,592 
1,860 
1,837 
2, 701 
2, 240 
1,140 
4,286 
1,685 
1,400 
1,960 

1, 776 

2, 075 
4,180 

9,162 

13, 845 
17, 433 

7, 270 
7,800 

14, 566 
9,338 

5, 899 
40, 937 

5,087 

6, 306 
5, 581 

65, 459 
5, 777 
11, 119 
21,253 

7, 755 
5,644 

16, 667 


See footnotes at end of table. 


5,783 

2, 660 
4, 281 
4, 543 
2, 624 
2, 443 
6, 366 

1, 556 
4,045 
1,891 

2, 942 
2, 689 
1,880 
3,042 
2,248 


Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 


$7, 500 


1.750 
8,500 
2,700 

10,000 

7,000 

8,000 

6,000 

9,000 

3.750 


7, 500 
5, 500 
11,000 
1, 500 


14,000 
7, 500 


2, 500 
10,000 
6,000 
7,000 


5,000 


4,000 
2, 500 
2, 000 
500 
6,000 
4. 000 
( 2 ) 

6,000 

16,000 

3,000 

30,000 


45, 000 
12, 000 
15, 000 


3, 400 
6,000 
50,000 


14,000 
30,000 
10, 000 
10,000 
35,000 


2,625 
1, 260 
800 


1,000 

1, 700 


Com¬ 

munity 

adver¬ 

tising 

fund 


( 2 ) 


$2, 500 


15,000 

1,200 


0 ) 


(') 


6,500 


2,000 

50, 000 


( 2 ) 































































































































































































ADVERTISING FOR COMMUNITY PROMOTION 


41 


Cities 


EASTERN MANUFACTURING 

district— continued 

New Jersey—Continued 

Summit__ 

Union.... 

West Orange—.. 

Pennsylvania: 

Allentown.. 

Altoona.... 

Bethlehem.... 

Chester..... 

Easton.... 

Erie___ 

Harrisburg.... 

Hazelton___ 

Johnstown.... 

Lancaster... 

McKeesport__ 

New Castle... 

Norristown__ 

Philadelphia_ 

Pittsburgh.... 

Reading_ 

Scranton..... 

Wilkes-Barre.. 

Williamsport.. 

York..... 


Ambridge. 

Beaver Falls_ 

Berwick_ 

Braddock... 

Bradford_ 

Bristol_ 

Butler.. 

Canonsburg_ 

Carbondale_ 

Carlisle.. 

Carnegie_ 

Carrick_ 

Chambersburg... 

Charleroi... 

C oates ville. 

Columbia.. 

Connellsville_ 

Dickson City_ 

Donora__ 

Du Bois.. 

Dunmore.. 

Duquesne.... 

Farrell... 

Greensburg. 

Homestead. 

Jeanette.. 

Lebanon... 

McKees Rock_ 

Mahanoy City... 

Mead ville_ 

Monessen_ 

Mount Carmel— 

Nanticoke_ 

New Kensington. 
North Braddock. 

Oil City... 

Old Forge_ 

Olyphant_ 

Phoenix ville_ 

Pittston.... 

Plymouth_ 

Pottstown_ 

Potts ville_ 

Punxsutawney—. 

Shamokin_ 

Sharon... 

Shenandoah. 

Steelton.... 

Sunbury.... 

Swiss vale. 


Wage earners, 
average number 


1919 


1,506 


14,812 
12, 800 
14, 961 
18, 677 
4, 672 

13, 297 
10, 522 

3, 815 

12, 855 
9, 444 

11,909 

8, 014 
3, 534 

281,105 
83, 290 
29, 122 

14, 467 

9, 408 
8, 566 

13, 368 

3,414 

3,204 


1,170 
1,539 
1,470 
3, 744 
2, 971 
861 
1,422 
222 
16 
1,996 
2, 023 


2,322 

1,623 

806 


1,397 

1,360 


653 
513 
1,990 
5, 651 
3,114 
450 
1,841 


1 , 221 
1, 029 
3, 704 


3, 306 
262 


2,410 
974 
588 
4,099 
2,977 
457 
3, 251 
2, 707 
759 


2,128 


1925 


219 
4, 892 
1,864 

16, 321 
10, 452 


9, 307 
4, 500 

13, 885 
8,264 
4, 330 

14, 503 
8,500 


7, 889 
3, 433 
246, 680 
65, 414 
27, 247 
12, 578 
7, 528 
7, 808 
12,906 


2, 626 


1,018 
1, 590 
1,706 
2,618 
3,035 
1,112 
2,364 
341 


1,562 
1, 145 


2, 557 
1, 079 
527 


883 


344 
326 
3,640 
6, 017 
3, 402 
235 

2, 636 
5,280 

805 

1,197 

3, 623 


1,696 


554 
2,219 
662 
431 
4, 701 
2,644 
270 


2,888 

804 


2,200 


Postal receipts 


1920 


$41,385 
62,884 


311, 205 
191, 984 
158, 227 
152, 253 
196, 842 
402, 394 
740, 351 
73, 975 
213, 186 
353,316 
114, 985 
116, 439 
100, 371 
14,703,164 
4, 975, 544 
374, 524 
723, 004 
320, 007 
253, 938 
244, 699 

22, 621 
57, 269 
25, 013 
59,132 
84, 645 
28, 932 
80, 128 
20, 622 
34, 771 
61, 383 
23, 920 


51, 646 
28, 086 
43, 672 
22,749 
63, 038 


23, 039 
54, 111 


24, 440 
28, 149 
106,135 
50, 939 
56,153 
79, 531 
30, 757 
23, 750 
68, 442 
35, 421 
22,904 
19, 855 
53, 383 


97, 990 


14, 288 
23, 104 
65, 572 

19, 226 

52, 662 
78,099 
35, 049 

53, 609 
71,158 
27, 209 

20, 532 
47, 488 


1926 


$80, 689 
252, 905 


482, 603 
303, 121 
236, 646 
93, 022 
306,318 
621, 343 
1,411,490 
152, 820 
328, 055 
611, 275 
146, 437 
173, 438 
194, 711 
20.144, 561 
7, 397, 634 
807, 433 
1,0%, 748 
523, 953 
409, 049 
351, 684 

37, 988 
87, 505 
33, 836 
82, 905 
127, 904 
37, 218 
120, 089 
28,200 
52, 615 
67, 726 
39, 375 


Average daily 
school attend¬ 
ance 


1920 


3,297 
2,181 

9,862 
8, 079 
6,010 
9,609 

4, 934 
10, 282 
10, 821 

5, 483 
8, 670 
6,039 

6, 217 

7, 386 
3, 890 

201, 108 
70, 757 
13, 405 
20. 243 
11, 534 
4,985 
6,083 


79, 052 
47, 250 
54, 374 
32, 496 
84, 763 


32, 382 
68, 714 


28,165 
24, 573 
145, 566 
76, 903 
66, 202 
150, 762 
41, 687 
35, 050 
101, 263 
43,148 
31, 785 
34, 831 
121, 651 


131,099 


16, 777 
35, 164 
93, 852 
22, 793 
83, 082 
136, 642 
45, 512 
77, 704 
101, 857 
37,198 
22, 336 
72, 684 


2, 050 
2,438 
2, 375 
2 . 021 


4, 409 


2,990 
1, 680 
1, 623 


2,333 


1, 723 


2,240 


2, 603 
3,632 
2, 903 
2, 592 
2,570 
2,742 


3, 485 
1,734 
2,759 
2,059 
3, 728 
1,942 
3, 701 


2, 744 
2,755 
2, 806 


1,373 
2, 802 
2, 699 
2,802 
2,798 


2,963 
3,416 
3,619 
1,802 
2, 839 


1926 


1,849 
9, 086 
3,060 

12,159 
9, 656 

10, 209 

8, 234 

5, 929 
15, 245 
12, 207 

6, 938 

11, 524 
7,742 
8, 886 

9, 958 
4, 730 

231, 126 
84, 379 
15, 702 
24, 607 

12, 794 
8,644 
7,655 

2,854 
2, 372 
3,140 
2,884 

2, 572 
1, 828 
4,716 
2,961 

3, 686 
2, 069 
2,211 
1,596 
2,906 
2,701 
2, 392 
1,838 
2,813 
2,223 
3,244 

2, 565 

4, 149 

3, 841 
3, 465 
3,044 
3, 433 
2,587 

3, 530 
2,619 
2, 497 
2,559 

4, 689 
2,450 
4, 733 
2, 354 
3,090 
4, 138 
3,130 

2, 333 
1,582 

3, 790 
3,648 
2,955 
3, 271 
2,060 

3, 295 

4, 308 
3, 396 
2, 123 
3,204 
2, 216 


Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 


$1, 320 
1,500 


15, 700 

5,000 

12,000 


9,000 

13,000 


16, 000 


6,000 

1,000 


6,500 

2,600 


( 2 ) 

2,580 


3,000 


3, 500 
8, 000 
6,500 


11,000 


10,000 

( 2 ) 


7, 500 


8,600 

6,000 

1,000 


13,000 

900 


5,000 


Com¬ 

munity 

adver¬ 

tising 

fund 


20, 000 


12, 500 

$4,000 

15, 000 


1,380 


10, 000 


25, 000 

7,000 

30, 000 


5,500 

1,000 

18, 750 

5, 000 

22,000 


13, 000 

1,150 

6. 675 


8, 750 


200, 000 

50, 000 

150, 000 


34,000 


24, 263 

3, 500 

18,000 

5,000 


1, 500 
1,300 


( 2 ) 


4,000 

7,000 


0 ) 


See footnotes at end of table. 

















































































































































































42 


ADVERTISING FOR COMMUNITY PROMOTION 


Cities 


EASTERN MANUFACTURING 

district— continued 

Pennsylvania—Continued 

Tamaqua_ 

Uniontown__.. 

Warren... 

Washington.... 

West Chester.. 

Wilkinsburg. 

Woodlawn. 

WESTERN MANUFACTURING 
DISTRICT 


Ohio: 

Akron.. 

Canton.... 

Cincinnati... 

Cleveland.. 

Columbus.. 

Dayton_ 

East Cleveland_ 

Hamilton_ 

Lakewood_=_ 

Lima___ 

Lorain... 

Mansfield.. 

Marion_.*__ 

Newark... 

Portsmouth..... 

Springfield.__ 

Steubenville. ... 

Toledo... 

Warren__ 

Youngstown.. 

Zanesville. 

Alliance____ 

Ashtabula.. 

Barberton_ 

Bellaire_ 

Bucyrus_ 

Cambridge...__ 

Chillicothe..__ 

Cleveland Heights_ 

Coshocton.... 

Cuyahoga Falls_ 

East Liverpool_ 

East Youngstown 
(changed to Campbell) 

Elyria.... 

Findlay.... 

Fremont_ 

Ironton_ 

Kenmore_ 

Lancaster.. 

Marietta__ 

Martins Ferry_ 

Massillon... 

Middletown_ 

New Philadelphia_ 

Niles.... 

Norwood_ 

Piqua.. 

Salem.. 

Sandusky... 

Tiffin..... 

Indiana: 

Anderson... 

East Chicago_ 

Evansville__ 

Fort Wayne_ 

Oary... 

Hammond.... 

Indianapolis. ... 

Kokomo_ 

Muncie... 


Wage earners, 
average number 

Postal receipts 

Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 

Com¬ 

munity 

adver¬ 

tising 

fund 

1919 

1925 

1920 

1926 

1920 

1926 

income, 

1925 

806 

880 

$21,932 

$32, 078 


2,594 

$2, 000 


573 

252 

87, 955 

141,978 

2, 629 

3, 763 

1,200 


2,154 

2, 165 

120, 238 

717, 452 

2,282 

2, 839 

5, 000 


2, 880 

1, 759 

80, 577 

523, 953 

3, 870 

4, 229 

15, 000 


1, 005 

907 

77, 209 

105, 808 

1,832 

1,807 



323 

276 



3, 566 

4, 232 

1,550 




17, 637 

33, 819 

3^601 


65, 054 

52, 546 

1,191, 209 

1, 527, 965 

24, 236 

33, 455 

40,000 

(0 

20, 336 

15, 362 

369, 992 

664, 554 

11,407 

18, 028 

35. 000 

$3, 000 

69, 680 

63, 715 

4, 313, 870 

7. 503, 508 

41,439 

46, 374 


(') 

157,730 

132, 852 

6, 026,641 

9, 196, 694 

100, 834 

131, 114 

320, 000 

(>) 

26, 751 

24, 590 

1, 710, 497 

2, 826, 287 

28, 474 

36, 793 


25, 000 

31,131 

29, 341 

980, 665 

2, 111, 115 

18, 980 

24, 132 

45, 000 

88 

1, 274 




6, 403 

1, 000 


8, 553 

9, 569 

127, 034 

191,201 

4,711 

5. 986 

20, 000 


1,821 

294 



5, 142 

8, 989 

12, 000 

, 

4,901 

4, 623 

189, 156 

279, 719 

5, 373 

7, 273 

18, 000 


11,677 


72, 774 

115, 571 

5, 559 

7 672 

8 500 

6,000 

4,711 

4, 998 

158,180 

252, 869 

4, 763 

9, 675 

4, 125 

4, 149 

89,410 

153, 921 

4,208 

5,249 

10; 000 

12, 500 

4, 570 

4, 707 

105, 023 

144, 626 

4, 381 

4, 428 

8, 000 


5,914 

6, 100 

113, 736 

225, 592 

4, 829 

7, 038 

4 , 500 


12, 264 

10, 034 

1, 368, 804 

2, 465, 087 

8, 427 

9,900 


3, 855 

4,512 

96, 159 

156, 711 


5, 173 

11, 750 


42, 090 

37, 209 

1, 530, 832 

2, 306, 402 

31,662 

36, 746 

99, 000 


2, 433 

3, 228 

112,035 

178, 927 

3, 850 

6, 498 

2, 920 


19,414 

19, 215 

428, 129 

655, 231 

17, 909 

25, 972 

27 , 500 


3,014 

2,686 

145,414 

200, 492 

4,045 

5, 362 

12,000 

( 2 ) 

5,117 

3, 791 

92, 720 

154,715 

3, 692 

4, 695 

15,000 


4, 172 

2,066 

57, 569 

77, 221 


3, 682 

11, 500 


4, 762 

5, 674 

48,112 

80, 690 


3, 953 

10,000 


2, 277 


35, 563 

50, 564 

2, 777 

3, 336 

8,000 


1,861 

1,309 

39, 840 

53, 542 

1,733 


1,782 

1,628 

56, 272 

65, 057 

2, 943 

3, 291 



1, 638 

1,821 

69,812 

72, 500 

2,300 

2,938 

6,000 

( 2 ) 






5, 393 



1,959 

1,801 

73, 628 

91,001 


2,052 



784 

813 

29, 798 

40, 721 


2,347 



4,311 

4, 212 

74,937 

117,148 

4,038 

4, 686 

5,000 




11,298 

12, 200 


3, 262 



4, 590 

3,953 

96, 277 

133, 327 

2,419 

3; 941 

12,000 


1,715 

2,067 

73, 987 

105, 319 

2,689 

3,296 

5,000 


2, 999 

1,945 

50, 587 

106, 291 


2, 111 

1, 750 


1,971 

1,561 

40, 444 

56, 573 

2, 309 

2, 700 

7, 800 


135 

644 




3, 028 



2, 024 

2,179 

44, 723 

63, 453 

2, 276 

2, 621 

2, 400 


1, 285 

884 

88, 382 

113, 360 

2, 466 

2, 577 

7, 500 

3,400 

1,517 

2, 791 

19,958 

33,113 


2, 790 

1,000 


2,153 

1,468 

83, 420 

136, 883 

2, 597 

3,518 

10, 000 


6, 442 

6,992 

71, 579 

161, 112 


4,680 



1,247 

1,131 

30, 226 

47, 007 


2,418 

4, 500 


2,945 

3,156 

30, 003 

44, 678 


2, 895 

6, 250 


8,283 

5, 801 



2, 593 

2, 977 


3, 293 

3, 302 

71, 728 

101, 797 

2, 057 

2 , 476 

1,400 


2, 237 

2,177 

53, 421 

78, 854 


2, 034 

2, 500 


3,447 

2, 746 

105, 482 

172, 568 

2,684 

3, 735 

12, 000 


2,213 

2, 067 

59, 710 

86, 467 

1,770 

1,876 

5,000 


7, 928 

7, 276 

137, 475 

208, 372 

4, 785 

5,240 

7, 500 


8,957 

10, 465 

68, 725 

106, 072 

3, 887 

6, 964 

17, 500 


12, 526 

12, 603 

408, 105 

631,816 

9, 102 

12, 122 

45, 000 

6, 200 

16, 344 

16, 659 

566, 740 

1, 050, 968 

8, 365 

13, 795 

28, 000 




118, 931 

230, 908 

6 726 

14 275 

10 nnn 


6,065 

6, 379 

205, 366 

307, 079 

4,980 

8 , 722 

20,000 


49, 977 

41, 805 

2, 613, 654 

4, 688, 843 

35, 005 

45, 274 

100,000 


6, 727 

4,780 

122,871 

165,188 

4,010 

5, 150 

12,000 


6, 559 

6, 853 

153,199 

245, 304 

4,945 

6, 516 




See footnotes at end of table. 














































































































































































ADVERTISING FOR COMMUNITY PROMOTION 


43 


Cities 

Wage earners, 
average number 

Postal receipts 


1919 

1925 

1920 

1926 

WESTERN MANUFACTURING 
district— continued 

Indiana—Continued 





Richmond_ ... 

4,938 

4, 707 

$154, 458 

$222, 876 

South Bend_ .. 

14, 792 

22, 054 

380, 667 

834, 834 

Terre Haute_ 

6,458 

3,135 

302, 301 

421, 068 

Bloomington.. 

1,420 

1,911 

55, 416 

107, 942 

Clinton__ ... 

469 

209 

19, 720 

25, 975 

Crawfordsville. 

785 

801 

57, 559 

80, 948 

Elkhart_ _ 

5, 728 

5, 353 

150,123 

243, 720 

Elwood_ 

2,167 

2,103 

31,046 

43, 435 

Frankfort_ ... .. 

1,275 

1,045 

42, 565 

58, 668 

Huntington ... 

2,165 

2, 296 

113,919 

138, 154 

Jeffersonville_ 

1,017 

577 

26, 804 

29, 545 

La Porte_ 

3,502 

3, 027 

80, 345 

131, 598 

La Fayette_ 

2, 550 

1,357 

148, 996 

231, 207 

Logansport_ _ 

2, 338 

1,434 

66, 299 

92, 880 

Marion _ .. 

4,646 

4, 044 

112, 327 

162, 404 

Michigan City..__ 

3,452 

3, 566 

47, 793 
72, 357 

94, 934 

Mishawaka.. ... 

5,068 

5, 506 

195, 528 

New Albany.. 

1,239 

2, 594 

53, 956 

81, 568 

New Castle. . 

4,041 

3, 807 

62, 893 

81,517 

Peru_ 

1,466 

1,091 

56,147 

143, 601 

Vincennes_ 

1,191 

942 

70, 968 

99, 251 

Whiting.. . 


17, 385 

36, 346 

Illinois: 



Aurora.. .. .. 

6, 608 

4, 770 

196, 411 

382, 964 

Bloomington . . 

2,818 

2,808 

177, 532 

271, 872 

Chicago_ _ 

Cicero ... ... .. . 

403, 942 
14, 754 

370, 041 
17, 772 
2, 266 

40,999,915 

60, 655, 018 

Danville... . 

3, 343 

135, 044 

211,286 

Decatur_ _ 

5, 693 

7, 178 

225, 551 

374, 960 

East St. Louis.. . ... 

8, 785 

7,311 

149, 512 

251, 724 

Elgin_ .. .. 

6,846 

7, 497 

236, 701 

364, 531 

Evanston_ . . 

1,405 

1,335 

161,947 

331, 262 

Joliet_ _ 

11,259 

2. 770 

198, 211 

321, 801 

Moline_ _ 

5, 444 

4, 409 

266, 467 

306, 148 

Oak Park... 

383 

436 

114, 173 

240, 268 

Peoria_ . ... 

7, 977 

5,284 

651, 622 

972, 085 

Quincy__ 

4, 443 

4, 274 

252, 377 

393, 383 

Rock Island.... 

3, 208 

3,042 

226, 555 

314, 192 

Rockford_ 

14, 992 

14,045 

394, 900 

665, 875 

Springfield__ 

5, 365 

4, 904 

467, 539 

780, 012 

Alton.. __ . .. 

3,236 

2,919 

71, 526 

151, 286 

Belleville_ _ 

3, 160 

3,517 

59, 975 

102, 524 

Berwyn.. ... 

25 

29 

9,909 

29, 275 

Blue Island_........ 

1,180 

1, 163 

30, 564 

54, 282 

Cairo_ ___ .. 

1,792 

1,328 

70, 116 

85, 044 

Canton ... 

1,296 

867 

40, 393 

50, 483 

Centralia. 

1,003 

1,063 

97 

40, 621 
132, 044 

57, 688 

Champaign. .. 

326 

224, 626 

Chicago Heights _ 

5, 328 

4, 588 

89, 793 

103, 296 

Forest Park 

192 

420 


42, 467 
213, 797 

Freeport___ 

3, 177 

2, 576 

118, 222 

Galesburg . _ _ 

2, 222 

1,987 

119, 131 

274, 757 

Granite City. 

5, 493 
52 

7, 033 
79 

34, 808 

62, 235 

Herrin.. __ __ 

20, 042 

30, 201 

Jacksonville... . __ 

1,091 

1,099 

63, 182 

102, 784 

Kankakee_ ... _ 

1,959 

1,661 

71, 838 

117, 592 

Kewanee_ . . .. 

3,909 

1,792 

3, 484 
1,365 

52, 514 

81, 117 

La Salle_ . . . . 

47, 380 

89, 730 

Lincoln_ _ ...... 

194 

276 

36, 260 

51,412 

Mattoon... .. _ __ 

1, 134 

1,050 

45, 369 

66,162 

Maywood 

2,217 

1, 139 

28, 689 

57,615 

Murphysboro__ 

608 

27, 668 

38, 310 

Ottawa 

729 

1, 129 
878 

57, 586 

75, 761 

Pekin . _ _ 

934 

28, 418 

47, 544 

Streator__ . _ 

1,301 

1,390 

51, 644 

72,975 

Urbana _ 

509 

369 

51, 528 

98, 466 

Waukegan..... 

2, 538 

3, 696 

108, 258 

191,117 

Wisconsin: 





Green Bay.. 

4, 798 

3,880 

183, 596 

287, 113 

Kenosha__ - ... 

13, 045 

11,994 

163, 615 

272, 126 

La Crosse_ 

4, 503 

4, 731 

191, 588 

393, 073 

Madison_ _1 3,189 

See footnotes at end of table. 

4,286 

430, 946 

753, 158 


Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 

Com¬ 

munity 

adver¬ 

tising 

fund 

1920 

1926 

3, 726 

4, 514 



8, 253 

14, 780 

$50,000 

$5,000 

11,070 

10, 863 

35,000 



2,903 

8,000 

5, 800 


2,152 

5, 500 



1,948 

7,000 


3, 531 

4, 579 

13; 750 


1,953 

2,105 




2, 229 



2,246 

2, 436 

10, 000 


1,344 

1,815 

1,800 


1,846 

2,819 

9,000 



3,009 



3, 142 

3, 524 

6, 875 


3,201 

3, 793 

15, 000 


2, 301 

3, 254 

25, 000 

2, 000 

1,974 

3, 670 

13,000 


3,193 

3,212 

9,000 

( 2 ) 


2, 798 

11, 250 


1,736 

2,157 


2, 437 

2, 781 

10, 000 



1, 713 

1,800 


3, 967 

5,612 

17,000 

2,000 

3,714 

4, 492 

40,000 


304,518 

415, 703 

375, 000 

(‘) 

5, 896 

7, 269 



3, 534 

6, 921 

14, 000 


6, 368 

8, 624 

18,000 

( 2 ) 

8, 559 

11,056 

12, 500 


3, 732 

4, 073 

7, 500 


4,080 

5, 776 

6,000 


5,000 

6, 076 

25, 000 


4,245 

4,605 

16,000 


4,188 

5, 967 

7, 500 


9, 632 

11, 092 

60,000 


3, 699 

4, 237 

8, 750 


4,592 

4,516 

11, 250 

( 2 ) 

8, 431 

10, 893 

18, 500 


8,234 

10, 132 

45,000 

3,000 

3, 180 

4,175 



2, 703 

2, 583 

7,500 

1,500 


4, 086 




1,595 



2, 541 

2, 839 

11,000 

5, 340 

2, 102 

2,162 

5, 500 



1, 903 

8, 500 


2, 720 

2,997 

10, 000 

2,000 

2, 636 

3, 186 

7,500 



1,538 

1,000 


2, 725 

2, 971 



3, 613 

4, 630 

25, 000 



3, 750 

2, 934 



2, 100 


1, 883 

2,234 

13,500 

46, 700 

2, 293 

2, 636 

7, 500 



2, 593 

8,000 


1, 163 

1,240 

8,000 

1,000 

1,428 

1, 156 

7, 000 


2, 348 

2,846 

10,000 



3, 557 

1,000 



1, 255 

10, 000 



1,312 

8; 250 

1, 150 


2,514 

8,350 

760 

1,668 

1,789 

3, 400 

2, 400 


2, 392 

6, 000 


2, 710 

3,531 

12; 750 


3, 939 

4, 541 

30,000 


5,313 

7, 504 

12, 000 


4, 352 

5, 113 

24,400 


5,589 

8, 275 

20,000 

2, 500 














































































































































































44 


ADVERTISING FOR COMMUNITY PROMOTION 


Cities 


WESTERN MANUFACTURING 

district— continued 

W isconsin—C ontinued 

Milwaukee___ 

Oshkosh...x_ 

Racine... 

Sheboygan.. 

Superior.... 

Appleton. 

Ashland___ 

Beloit__ 

Eau Clair.... 

Fond du Lac_ 

Janesville. 

Manitowoc..... 

Marinette..... 

Stevens Point_ 

Waukesha_ 

Wausau_ 

West Allis.. 

Michigan: 

Battle Creek. 

Bay City--- 

Detroit.. 

Flint___ 

Grand Rapids_ 

Hamtramck_ 

Highland Park_ 

Jackson____ 

Kalamazoo... 

Lansing_ 

Muskegon__ 

Pontiac___ 

Port Huron_ 

Saginaw.. 

Adrian.... 

Alpena.... 

Ann Arbor.... 

Benton Harbor_ 

Calumet__ 

Escanaba.. 

Holland_ 

Iron wood__ 

Ishpeming_ 

Marquette... 

Monroe_;_ 

Owosso.... 

Sault Ste. Marie_ 

Traverse City.. 

Wyandotte. 

WESTERN AGRICULTURAL 
DISTRICT 

Minnesota: 

Duluth. 

Minneapolis.. 

St. Paul. 

Austin... 

Faribault. 

Hibbing.. 

Mankato___ 

Rochester.. 

St. Cloud.. 

Virginia... 

Winona.. 

Iowa: 

Cedar Rapids. 

Council Bluffs. 

Davenport... 

Des Moines... 

Dubuque.. 

Sioux City.... 

Waterloo..... 


Wage earners, 
average number 

Postal receipts 

Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 

Com¬ 

munity 

adver¬ 

tising 

fund 

1919 

1925 

1920 

1926 

1920 

1926 

84, 222 

77, 432 

$2,893,106 

$5,181, 803 

50, 445 

64, 303 

$36,000 

0 

6,190 

6,911 

151, 652 

274, 798 

4, 552 

4,917 

16,000 

(*) 

15,812 

11,102 

383, 130 

617, 583 

7, 437 

9, 341 

25,000 

$1,000 

6, 467 

6, 534 

114, 655 

198, 537 

3, 872 

4,817 

38, 000 

2,500 

6,162 

2, 297 

128, 576 

158,180 

6,285 

6,849 

12,500 


2, 691 

2, 705 

89, 121 

153,117 

2,712 

3, 372 

15,000 

2,200 

1,080 

578 

47, 909 

63, 990 

1,806 

1,774 

7, 850 


4, 623 

5, 032 

109, 964 

183, 415 

3,849 

4,811 



3, 301 

2, 890 

112,096 

172, 571 

2, 741 

3, 622 

8,000 

1, 500 

3,239 

3, 341 

91, 295 

170, 942 

4, 029 

4, 434 

8,000 

2,000 

2, 803 

2, 671 

112, 444 

195, 876 

2, 339 

3,046 

14,000 


4,078 

3, 338 

81, 263 

131,927 

2, 376 

3, 072 



2, 648 

1,633 

53, 927 

76, 918 

2, 129 

2,316 

2,500 


1. 231 

1,101 

58, 195 

109, 357 


1,864 

3, 500 


2, 339 

1,877 

73, 530 

107, 172 


2,293 

3,000 

0 

2, 320 

2, 926 

85, 727 

157, 347 

3, 375 

3, 589 

10,500 


6, 970 

7,164 




4, 182 



6,680 

6,210 

248, 209 

502, 952 

4, 791 

6, 787 

15,500 

4,278 

5, 057 

5, 896 

244, 460 

284, 277 

5, 861 

7, 129 

15,000 


167,016 

172, 742 

5, 572, 138 

10, 039, 635 

100, 040 

158, 457 


50,000 

24, 603 

25, 024 

321,810 

475, 040 

11,043 

19, 249 

30, 000 


23,548 

25, 479 

902, 816 

1,591,724 

16, 784 

22, 185 

45,000 

0 


23, 985 




10, 938 




43, 491 




7, 656 



9, 620 

8, 052 

268, 574 

409, 970 

6,011 

7; 478 

19, 200 

1,000 

7, 629 

6, 851 

299, 037 

544, 919 

6, 385 

7,813 

18, 750 

4,900 

12, 349 

12, 982 

398, 606 

655, 548 

8, 357 

12, 070 



9,716 

8,917 

149, 235 

293, 259 

4, 688 

6, 498 


7, 500 

7, 682 

6,138 

226, 387 

210, 090 

4,238 

6, 595 

15, 000 


2,231 

2, 098 

117, 018 

152, 257 

1,807 

4, 742 

18,000 


9, 472 

9, 582 

224, 630 

372, 686 

8, 191 

10, 775 

30,000 


1, 870 

1,662 

63, 658 

186, 713 

1,674 

2, 173 

9,000 


1,372 

1,463 

26, 967 

41,021 

1, 274 

1, 582 

1,500 


1,612 

1,198 

147,914 

250, 554 

2,830 

3, 637 

15,000 


2, 328 

1,931 

78, 877 

120, 519 


2,712 

11,000 




33, 746 

32, 205 

4, 329 

2, 873 



842 

728 

67; 694 

73; 815 

2; 086 

2 ; 359 

12, 500 


2,748 

2, 595 

54, 447 

113, 699 

2, 238 

2,613 

12, 500 


399 

315 

32, 650 

52, 093 

3, 129 

3, 704 



107 

305 

28, 367 

35,819 

1,965 

2, 002 



1,415 

1,163 

53, 413 

78,128 

1,453 

1,677 



2, 904 

3, 054 

47, 787 

77, 207 


1,737 

1, 000 


1,781 

2,000 

44, 903 

66, 372 


2,817 

1, 800 


1,248 

1,170 

39,917 

56, 784 

2,202 

2, 458 

6, 000 


960 

818 

43, 935 

63,852 

1,546 

1,853 



6,214 

3, 462 

37,142 

76, 468 


3; 290 

5,000 


10, 472 

6, 545 

590, 879 

836, 897 

15,119 

19, 032 

82, 250 

125, 000 

38, 154 

31,730 

4, 083, 496 

6, 497,696 

50, 227 

69, 037 


17,000 

22, 649 

23, 664 

2, 384, 212 

4, 589, 245 

26,190 

34, 337 

3,000 




44, 707 

64,811 


2, 077 

5 000 


806 

942 

49, 438 

70, 347 


1 , 444 

8, 500 


50 

60 

32, 251 

56, 601 


5, 444 

3; 330 


771 

559 

100, 764 

159, 702 

1,645 

1,837 

10, 000 


359 

262 

84, 884 

142, 778 


2, 456 

6, 000 


1,998 

1,611 

109, 708 

108, 071 

1, 174 

1,852 

5,000 




41, 063 

57, 381 

3, 111 

3 938 

1 440 

2,534 

2,259 

127,281 

238, 320 

2, 211 

2, 383 

13,000 

0 

6,284 

5,616 

436, 066 

588, 242 

7, 074 

8,289 

21, 675 


1,891 

2, 089 

157, 057 

241,413 

5, 939 

7,949 



3, 928 

3, 490 

443,160 

679, 161 

7, 224 

7, 683 

70,000 


7,085 

8, 007 

1,992, 352 

3,177, 078 

19,187 

24, 190 

85, (XX) 

1,500 

6, 147 

5, 506 

311,633 

352, 970 

3,018 

3, 631 

22,000 


6, 749 

6, 153 

663, 289 

832, 532 

9, 558 

13, 029 

30,000 

4,000 

4, 620 

4,205 

315, 040 

451, 764 

5, 803 

7,542 

20,000 

0 


See footnotes at end of table. 














































































































































ADVERTISING FOR COMMUNITY PROMOTION 


45 


Cities 


WESTERN AGRICULTURAL 
district— continued 

Iowa—Continued 

Boone.... 

Burlington___ 

Clinton____ 

Fort Dodge_ 

Fort Madison_ 

Iowa City_ 

Keokuk_ 

Marshalltown_ 

Mason City_ 

Muscatine_ 

Ottumwa.. 

Missouri: 

Joplin___ 

Kansas City_ 

St. Joseph_ 

St. Louis_ 

Springfield__ 

Cape Girardeau_ 

Carthage_ 

Columbia.. 

Hannibal.... 

Independence_ 

Jefferson.. 

Moberly_ 

Sedalia. 

Arkansas: 

Fort Smith_ 

Little Rock_ 

Hot Springs_ 

North Little Rock_ 

Pine Bluff.... 

Texarkana... 

Louisiana: 

New Orleans_ 

Shreveport.. 

Alexandria... 

Baton Rouge_ 

Lake Charles_ 

Monroe.. 

Texas: 

Austin... 

Beaumont_ 

Dallas_ 

El Paso.. 

Fort Worth..... 

Galveston_ 

Houston___ 

San Antonio.. 

W onn 

Wichita Falls I “ 11! 

Abilene.. 

Amarillo.... 

Brownsville__ 

Cleburne--- 

Corpus Christi_ 

Corsicana..— 

Del Rio... 

Denison___ 

Greenville..— 

Laredo... 

Marshall_ 

Palestine_ 

Paris_ 

Port Arthur... 

Ranger.....-. 

San Angelo___ 

Sherman..... 

Temple-- 

Texarkana.. 

Tyler-- 


Wage earners, 
average number 

Postal receipts 

Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 

1 

Com¬ 

munity 

adver¬ 

tising 

fund 

1919 

1925 

1920 

1926 

1920 

1926 

369 

802 

$42,611 

$52, 424 

2,046 

2, 359 

$7, 500 


2, 274 

2, 406 

133,699 

188, 798 

3, 470 

4, 229 



3,452 

3,095 

111,778 

160,518 

2,610 

3,103 

11,000 

$10,000 

1,605 

607 

131, 794 

158, 621 


3, 681 

14,000 

57. 286 

1,029 

905 

40, 967 

103, 869 


1,850 

7, 500 


322 

309 

96, 087 

156, 860 

1,411 

1,804 

14 ; 000 


1, 598 

1,306 

94, 931 

125, 791 

2, 250 

2,231 

5,000 


1,338 

1,459 

105, 818 

128, 640 

2, 662 

2, 892 

12, 000 

1,000 

2, 367 

1,736 

126, 051 

186,819 

3, 239 

4,404 

13, 000 

1,000 

2, 522 

3,046 

70, 894 

89, 901 

2, 215 

2, 620 



2,601 

2, 625 

106, 596 

144, 975 

4, 459 

5,283 

12, 640 


1,810 

2,198 

141,946 

213, 706 

5, 393 

6, 204 

15. 000 

25, 000 

22. 137 

25, 576 

5, 835, 915 

10, 921, 775 

41, 555 

54, 551 

150, 000 

105, 000 

5, 943 

5,610 

485, 858 

691, 958 

10,186 

11,841 

42, 000 

0) 

107,919 

105, 022 

8, 234, 743 

12, 725, 965 

82, 815 

86, 866 

190,000 

54, 000 

2,910 

3, 273 

229, 015 

405, 675 

6, 789 

9,088 

20,000 

2,000 

1,427 

2, 331 

39,137 

67, 366 


2, 408 

10, 000 


515 

516 

40, 535 

72, 590 


2, 197 

4; 800 

10,000 

379 

484 

77, 572 

163,110 


2,390 

5,000 


2, 800 

2,978 

58, 777 

100, 670 

2, 652 

3,316 

13; 500 

1,000 

283 

389 

33, 441 

67,194 


3, 647 

7, 100 


1,713 

1, 924 

111,725 

178, 312 

1, 553 

2,205 

7, 750 


570 

613 

38, 237 

53, 424 

2,040 

2, 192 

6,000 


1, 163 

625 

74, 889 

107, 329 

3, 077 

3, 945 

6,000 


2, 675 

3,087 

154, 563 

270, 677 

4,809 

6, 017 

30,000 

7,000 

3, 686 

3, 723 

656,831 

902, 077 

9,655 

11,914 

75, 000 


342 

287 

83, 309 

111,874 

1,816 

3, 404 

49, 500 


2, 784 

2, 406 




3, 700 



1,689 

1,526 

97, 571 

124,394 

3, 367 

4; 058 

1,000 



170 

110, 012 

157, 712 



18, 000 

1,200 

26, 641 

22,118 

1,998, 288 

2, 848,423 

36, 832 

45, 712 

225, 000 

2,127 

2, 253 

334, 452 

503, 597 

3, 606 

13, 312 

72,000 

— 

724 

672 

92, 329 

139,255 

1,531 

3, 509 

20,000 


500 

615 

102,268 

190, 987 

1,394 

6, 077 

26,000 


1,222 

886 

66, 420 

82, 241 

3,013 

2,698 


5,000 

745 

866 

61, 567 

115, 832 

1,013 

1,996 

16,000 


745 

762 

244, 004 

350,039 

4,761 

6,917 

30, 000 

3,000 

1,585 

1,507 

168,028 

226, 824 

5, 479 

6,188 

28,000 


7,913 

9,412 

2, 300, 867 

3,652, 548 

15,266 

32, 862 

120,000 

50,000 

3, 912 

4, 144 

455, 094 

510.215 

9, 374 

14, 865 

50,000 

40,000 

4, 452 

6,968 

1,100, 827 

1, 654, 635 

10, 842 

20, 845 

90, 000 

10,000 

1,416 

1,337 

196, 798 

293,180 

4, 383 

5.103 

50, 000 

12,000 

9, 860 

9,007 

1. 252, 365 

1,803,819 

15, 459 

30,212 

90, 000 

0) 

6,614 

5, 440 

913, 224 

1,172,141 

17,206 

23,410 


50,000 

1,362 

1,500 

236,407 

381, 628 

6, 307 

8, 336 

50,000 


932 

1,326 

237, 849 

308, 038 


6,826 

50,000 


130 

159 

62, 514 

136, 530 


3,314 

20,000 


496 

367 

114,614 

217; 196 


3; 705 

60,00 


119 

170 

29', 186 

47; 656 

1,044 

L825 

18 , boo 


1,127 


33,216 

37, 455 

2,989 

3, 326 

15,000 


94 

109 

47; 317 

77,320 

1,918 

27,000 

5,500 

599 

465 

44, 410 

77,399 


3,030 

12, 000 


93 


18, 467 

23; 666 


'837 

3, 600 


1,084 

646 

51 ,235 

60, 469 

3,026 

2, 767 

10, 300 


163 

285 

49,276 

65, 788 


2, 584 

7, 500 


303 

347 

51,119 

84, 919 


3; 475 

9,000 


1, 670 

1,626 

42,190 

56; 669 

2,544 

3; 355 

10, 000 


1,084 

534 

39,907 

50, 052 

1, 716 

2, 055 



939 

779 

69; 652 

77; 846 

3, 044 

3,220 

13,000 



181 

58, 320 

98, 453 


5,815 

35,000 

2, 525 

170 


81,053 

30, 792 


1,420 

5,000 


144 

216 

44, 839 

80; 822 

1, 564 

2, 042 


871 

840 

84, 314 

99,961 

2,459 

2; 817 

10,000 


412 

403 

68,448 

67,000 

2,086 

2, 499 

10,000 


802 

1,061 




2, 497 

18,000 


732 

627 

60,807 

84, 675 

1,908 

2,611 

13,000 



See footnotes at end of table. 






















































































































































46 


ADVERTISING FOR COMMUNITY PROMOTION 


Cities 


WESTERN AGRICULTURAL 

district— continued 
Oklahoma: 

M uskogee. 

Oklahoma City_ 

Tulsa....... 

Ardmore... 

Bartlesville... 

Chickasha.. 

Enid..... 

Guthrie... 

McAlester_ 

Okmulgee_ 

Sapulpa_ 

Shawnee_ 

Kansas: 

Kansas City__ 

Topeka_ 

Wichita_ 

Arkansas City_ 

Atchison.. 

Chanute.. 

Coffey ville__ 

El Dorado_ 

Emporia__ 

Fort Scott... 

Hutchinson_ 

Independence.. 

Lawrence.. 

Leavenworth_ 

Parsons.... 

Pittsburg___ 

Salina..... 

Nebraska: 

Lincoln__ 

Omaha... 

Grand Island_ 

Hastings_ 

North Platte_ 

South Dakota: 

Sioux Falls..... 

Aberdeen___ 

North Dakota: 

Fargo.... 

Grand Forks_ 

Minot... 

FAR WEST DISTRICT 

Montana: 

Butte.... 

Anaconda... 

Billings_ 

Great Falls. .. 

Helena.. 

Missoula.... 

Wyoming: 

Casper__ 

Cheyenne... 

Colorado: 

Colorado Springs_ 

Denver... 

Pueblo.. 

Boulder_ 

Greeley. 

Trinidad.. 

New Mexico: 

Albuquerque_ 

Arizona: 

Phoenix__ 

Tucson....| 

See footnotes at end of table, 


Wage earners, 
average number 

Postal receipts 

Average daily 
school attend¬ 
ance 

Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 

Com¬ 

munity 

adver¬ 

tising 

fund 

1919 

1925 

1920 

1926 

1920 

1926 

1,218 

1,211 

$193,051 

$233, 573 

5,328 

6,397 

$17,500 

$7, .500 

4,375 

3,544 

981,649 

1,492, 110 

13, 884 

20, 788 

100, 000 


1,749 

1,678 

488,167 

816, 069 

10, 903 

16,265 

100, 000 


305 

192 

64, 753 

81,084 


2,717 

8,000 


246 

72 

76,941 

117, 845 


2, 451 

7, 500 


548 

450 

46, 329 

65, 987 

1,926 

2. 865 

10,000 


478 

245 

82, 601 

130, 206 

3,004 

4, 050 

9, 407 


244 

131 

48, 761 

55, 054 


2,217 

4, 500 


149 

154 

60, 929 

73, 655 

1,901 

2,884 

9, 000 


455 


74. 032 

95. 720 


2, 283 

25, 000 


552 

396 

44, 345 

50, 877 


2, 542 

3, 000 


1,114 

819 

60, 091 

84,199 

2, 958 

3,180 

7,000 


22, 839 

14,137 

262, 137 

460, 955 

13, 528 

18, 865 

35, 000 


5, 597 

3, 979 

758, 385 

1, 125,311 

7, 274 

9, 164 

22, 500 

( 2 ) 

3,045 

3, 954 

647, 074 

929, 252 

10, 740 

15,412 

30,000 


276 


47,179 

74, 746 


3, 207 

15, 000 


862 

771 

78, 806 

125, 183 

1, 581 

1,831 

1,500 


195 

134 

35, 084 

44, 940 


2,141 

3, 000 


1, 225 

1, 470 

51, 706 

69, 077 

2, 082 

3,318 

13, 000 


131 

62 

50, 046 

61, 631 


2, 098 

6, 875 


106 

124 

67, 224 

99, 868 


2, 388 

5, 900 


596 

570 

42, 946 

57, 761 

1,767 

2, 665 

8,000 


1,766 

950 

166,516 

225, 371 

3, 407 

4, 758 

21, 000 


169 

419 

78, 373 

98, 194 

1,921 

2,508 

8, 900 


494 

355 

98, 753 

136, 667 

2,127 

2, 702 

11,000 


1,319 

1,145 

61, 140 

77, 271 

2,177 

2, 351 

10, 000 


1,145 

1,157 

64, 531 

74,511 

2,410 

2, 709 

7, 500 


1,594 

1,200 

64, 951 

101, 056 

3,191 

3. 595 

16, 000 


630 

566 

113, 332 

196, 507 


3, 331 

9,000 

1,900 

2,743 

2,008 

654, 055 

842,108 

9, 426 

10, 674 

.50,000 

8,000 

21, 304 

15,463 

2,311,605 

2, 991, 639 

28, 432 

36, 020 

150, 000 

0) 

733 

225 

98, 239 

149, 308 

2, 364 

3,249 

15,000 


658 

600 

77, 972 

126, 106 


2, 756 

16, 000 


378 

426 

34, 042 

46, 057 


2,179 

9,500 


1, 751 

1, 971 

271, 906 

453,195 

3, 632 

5, 392 


700 

553 

175, 755 

210,040 

1,787 

2, 587 

21,414 

2,000 

723 

491 

356, 838 

448, 007 

3,152 

4, 193 

10,000 

(>) 

501 

336 

121, 766 

167, 080 

2,416 

2,686 

15,000 


336 

353 

71,326 

120, 474 


2,313 

6,000 


930 

538 

236, 355 

254, 691 

7,105 

7,080 

22,500 


272 

101 

39, 372 

45, 362 

1, 601 

1,784 


573 

243 

170, 843 

185, 585 

2,783 

3, 144 



1,157 

952 

160,611 

220, 712 

4, 398 

5,088 

10, 000 

15, 000 

539 

248 

154, 919 

151, 295 

1,745 

1, 755 

11, 000 


908 

513 

72, 802 

95, 241 

1,821 

2,040 

10,000 


1,886 


73, 020 

142, 892 


4, 611 

23 750 


1,401 

25 

98, 568 

136, 538 

1,597 

2,513 

6, 000 


714 

451 

186, 629 

260, 687 

5, 272 

5,943 

40, 000 

25, 000 

16, 635 

15, 077 

2, 536, 372 

3, 550, 585 

37, 373 

42,171 

100, 000 

75, 000 

1, 856 

1,240 

219, 551 

362, 832 

6,943 

9,181 

20,000 

6,000 

165 

160 

68, 358 

102, 297 


2, 467 

10, 000 

8 600 

178 

190 

57, 574 

86, 205 


2; 084 

8, 500 

1, 000 

552 

313 

49, 987 

79, 153 

1,978 

2, 490 

5,800 


1,283 

1, 317 

121, 400 

172, 343 

2, 286 

3, 571 

(1) 

861 

878 

229, 505 

371,671 

4, 476 

5,967 

33,000 

50,000 

1, 141 

972 

86, 785 

142, 738 


5,146 

15,000 

25,000 


















































































































































ADVERTISING FOR COMMUNITY PROMOTION 


47 


Wage earners, 
average number 


Postal receipts 


Cities 


1919 


1925 


1920 


1926 


Average daily 
school attend¬ 
ance 


1920 


1926 


Cham¬ 
ber of 
com¬ 
merce 
income, 
1925 


Com¬ 

munity 

adver¬ 

tising 

fund 


FAR WEST DISTRICT—COntd. 


Nevada: 

Reno... 

Utah: 

Ogden... 

Salt Lake City. 


324 


277 


$128, 578 


$175, 844 


1,946 


2,415 


$10,000 


$2, 869 


3,111 2,353 

6, 362 4, 898 


185,156 
904, 228 


270, 806 6, 049 

1, 356, 851 22, 667 


7, 940 
28,062 


22,150 
90,000 


0 ) 

69,000 


Provo. 

Idaho: 

Boise... 

Pocatello... 

Washington: 

Bellingham 

Everett_ 

Seattle_ 

Spokane_ 

Tacoma_ 


525 


475 


51,291 


72,405 


3,084 


7,500 


573 
1, 639 


322 203, 131 

1, 238 88, 020 


230, 869 
120, 850 


3,424 


4,001 
3, 572 


15,000 

9,000 


3,088 

3, 273 
40, 843 

4, 752 
10, 714 


2,722 
4, 600 
19, 200 
6,098 
12, 315 


95, 973 
127, 713 
2, 231, 889 
799, 410 
395, 787 


150, 396 
139, 326 
3, 259, 634 
1, 112, 150 
554, 196 


4, 333 
4,513 
39, 508 
15,719 
14, 048 


5,080 
5, 764 
49, 220 
18, 812 
17, 824 


9,000 
8,000 
304, 520 


75,000 


10,000 
60, 000 
0 ) 

(0 


Aberdeen_ 

Hoquiam_ 

Vancouver.. 
Walla Walla 

Yakima. 

Oregon: 

Portland.... 


2,715 
2,164 
4, 522 
428 
1,326 


3, 276 
2, 795 
1,148 
318 
918 


51, 238 
30, 227 
38, 816 
94, 134 
107,873 


91, 298 
45, 600 
54, 972 
104, 185 
174, 749 


2,426 


2, 791 

3, 212 


3, 644 
2,310 
2,654 
2,987 
4,199 


10,000 
10 , 000 
7, 000 
11,000 
25,000 


2,000 


26, 813 


20, 077 


1, 788, 307 


3, 010, 689 


33, 585 


44, 891 


175,000 


0 ) 


Astoria_ 

Eugene.. 

Salem.. 

California: 

Alameda_ 

Berkeley.. 

Fresno_ 

Long Beach... 
Los Angeles. . 

Oakland.. 

Pasadena_ 

Sacramento... 

San Diego_ 

San Francisco. 

San Jose_ 

Stockton.. 


1,404 

534 

1,080 


731 

682 

1,687 


59, 668 
63, 532 
118, 712 


55, 899 
132, 790 
200, 878 


2,615 


2, 062 
3, 111 
4,145 


10,000 

12,000 

12,000 


10,000 

2,500 


6, 787 
2,319 
3, 903 
3, 769 
47,118 
23, 347 
1,044 
6, 341 
3, 427 
48, 550 
3,090 
3, 534 


1,145 
3, 228 

3, 401 
1,712 

58, 026 
15, 537 
1,043 
6, 033 
3,177 
41, 373 

4, 507 
2, 735 


52,166 
226, 043 
313, 918 
198, 169 
3, 598, 744 
703, 402 
236, 008 
622, 962 
358, 616 
5, 072, 457 
190, 472 
206, 787 


91, 638 
413, 997 
493, 097 
533, 866 
8, 469, 372 
1, 809, 285 
522, 627 
824, 858 
671, 109 
8, 395, 343 
325, 583 
317,144 


4,270 
8, 219 
8, 694 
8, 255 
75, 562 
29, 081 
6, 985 
8,617 
9,295 
48, 446 
6, 189 
6, 099 


5, 495 

11, 327 

12, 478 
18, 744 

166, 941 
40, 620 

13, 753 
12, 456 
18, 175 
57, 982 

9, 345 
8, 077 


3,000 
20,000 
45,000 
40, 000 
500, 000 
80,000 
50, 000 
100, 000 
90, 000 
350,000 
23,000 
50, 000 


0 ) 

1,500 


25,000 

( 3 ) 

16, 750 
17,000 
46,000 
100,000 
140, 000 
5, 212 
8, 472 


Bakersfield_ 

Eureka... 

Glendale_ 

Pomona_ 

Richmond_ 

Riverside. 

San Bernardino 

Santa Ana_ 

Santa Barbara. 

Santa Cruz_ 

Santa Monica.. 

Vallejo.. 

Venice. 


1,178 

1,064 

96, 407 

977 

1,406 

49, 521 

216 

765 


535 

537 

40, 936 

4, 305 

4,415 

40, 430 

421 

402 

75, 630 

2, 107 

1, 744 

60, 530 

628 

677 

62, 415 

481 

291 

108, 408 

572 

229 

46, 602 

136 

502 

58, 965 

478 


74, 585 

48 


21, 568 


149, 516 
87, 225 
230, 687 
77, 574 
61, 791 
129, 768 
123, 853 
139, 541 
196, 021 
82, 968 
157, 226 
74, 759 
42, 676 


3, 221 

4, 350 

2, 024 

2,584 


5, 347 

2, 474 

3, 548 


4, 488 

3, 539 

4, 937 

3, 142 

6, 127 


4,919 

2, 274 

4,192 

1, 765 

2,390 


4, 995 

1,844 

2, 224 


26,000 

( 2 ) 

30, 000 


18, 000 

7,206 

10, 000 

1,000 

20, 000 

3, 600 

16, 000 

(') 

15, 000 

(>) 

18, 000 

13, 270 

30, 000 

(9 

35,000 


( 2 ) 

14, 292 

11,000 

(0 


1 Community advertising reported from various sources; amount not stated. 

2 Less than $1,000. 

2 Between $700,000 and $1,000,000. 


O 



































































































' 


















i 

















. • - ■ 

** ' i " 

;> - : • i 










• » -• / 


•• 




































1. ; ■ 





i 









■ rar ; 











<•: 









' ' 



■ ■■• i 










































( i 














•i | • 

t - 


i ■ 

; ' i 











i - 























































































LIBRARY OF CONGRESS 


0 038 314 871 6 





